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If You’re Going To Do Brand Integration, Make It This Funny

“We had a couple ideas last year that we were going to put fake brands into anyway, and the Cheez-It one ended up taking the place of one of those. We were really into the idea of the musical episode breaking out into song in the middle of a commercial because the basic premise that we were working with was ‘this is every part of a talk show made into a musical.’ So the opening monologue would be a musical, the banter between [co-host] Reggie [Watts] and I would be a musical, the interview would be a musical. Then that naturally lead us to, “We should have a brand-integrated commercial that’s also a musical.”

So it was definitely an idea that we had been laughing about, all the while knowing that Cheez-It was interested in doing something. It was an idea that we would have done anyway with a fake brand, and Cheez-It wisely took advantage of it and had us do a real brand—which, to me, works even better. And I think that’s a testament to it, that it’s a lot of people’s favorite part of that episode. It’s such a great song, and Casey Wilson gives such an amazing performance that, advertisement or not, people really love that part of the episode.”