A Dive into Episode 2 of On Brand With Jimmy Fallon
In Episode 2 of On Brand With Jimmy Fallon, NBC’s new marketing competition series, excitement filled the air as the ten contenders took on a fresh challenge. This time, they were tasked with developing a captivating campaign for Southwest Airlines, focusing on two significant upgrades: enhanced legroom and assigned seating. While last week’s challenge revolved around a physical product for Dunkin’, this week’s challenge shifted toward marketing amenities and features, pushing contestants to think creatively.
How to Watch
Fans eager to catch the action can watch On Brand With Jimmy Fallon on Tuesdays at 10/9c on NBC, with episodes available for streaming the following day on Peacock. Watch here.
Setting the Stage
As they prepared for their presentations, contestants were joined by Whitney Eichinger, Southwest’s Senior Vice President and Chief Communications Officer. Eichinger emphasized the brand’s playful and innovative persona, encouraging the contestants to encapsulate that spirit in their campaigns. The aim was clear: create a tagline and marketing strategy that would excite future travelers about flying.
Contestant Presentations: Creativity Unleashed
The stage was set at an airplane hangar, where each competitor presented their unique ideas. Sabrina Burke initiated the presentations with a romantic approach, likening the experience with Southwest Airlines to love. She distributed chocolates and flowers while declaring, “This campaign is all about the love of Southwest Airlines: ‘you had me at more legroom. Assigned seating is icing on the cake.'”
Pyper Bleu took a more avant-garde route, surprising the panel by dressing as a flower before unveiling her tagline, “we’ve got that growth mindset.” Her creative flair did manage to resonate after a puzzling start. Mahiri Takai envisioned travelers as superheroes overcoming the challenge of cramped spaces, presenting the notion that flying with Southwest empowers passengers.
The presentations were varied, with Lauren Karwoski asserting that the flight experience is akin to a kingdom, where one’s seat is a throne, thanks to the added legroom. Contrastingly, Dr. Raj Srivastava struggled to find a specific hook, opting for a more straightforward pitch of “more legroom, more space, more Southwest.”
Bianca Fernandez impressed the panel by crafting narrative arcs for unique characters who required “extra” space—showing the diverse use cases for the new features. However, BT Hale’s ambitious “big pitch energy” idea fell flat, failing to connect with the essence of Southwest Airlines.
The Dynamics of Teamwork
In a twist of competition, Ryan Winn, Mahiri, and Bianca emerged as project leads based on their standout concepts. For their group challenge, they were tasked with translating their ideas into eye-catching plane wraps intended to capture attention from afar.
Ryan opted for a whimsical design featuring various legs to emphasize the legroom upgrade, while Mahiri translated his superhero theme into a striking comic book-styled plane wrap. Bianca, however, faced challenges when her concept focused too heavily on the word “space,” resulting in a design that veered into confusing territory with astronaut imagery.
Ultimately, Mahiri’s team won the challenge, effectively showcasing their innovative ideas and saving themselves from elimination.
Eliminating Competition
In a poignant moment for contestants and viewers, BT Hale was the first competitor to be sent home this episode. Despite his likable personality, Fallon and Bozoma Saint John pointed out that his performances in both the Dunkin’ and Southwest challenges were underwhelming, marking a tough goodbye.
Looking Ahead
Fans can stream the first two episodes of On Brand With Jimmy Fallon on Peacock, and don’t miss Episode 3, airing on October 7 at 10/9c on NBC. As the competition heats up, viewers eagerly anticipate which creative minds will rise and which will fall in the exciting world of marketing challenges.