NBCUniversal’s Talent Wants Brands To Get in on the Joke

Las Culturistas co-hosts Bowen Yang and Matt Rogers need manufacturers to get in on their jokes.Throughout a panel at ADWEEK Home in Cannes, the podcast hosts mentioned a subject on the prime of numerous manufacturers’ minds: Methods to interact preexisting fandoms in a means that really resonates. Yang and Rogers have been joined by The Actual Housewives of Salt Lake Metropolis star Heather Homosexual, and Alison Levin, NBCUniversal’s president of promoting and partnerships.Las Culturistas’ Rogers and Yang see being in on the joke as a means for manufacturers to convey individuals collectively and join with a longtime viewers. Rogers pointed to Las Culturistas’ partnership with Kraft Heinz-owned Mac & Cheese for instance of an advert that resonated with their passionate fanbase due to its humor. “Because of it being a enjoyable advert, our followers memorized the advert copy and at 2023’s Tradition Awards we had 3,000 individuals come and recite the advert,” stated Rogers. “And I’m telling you it’s as a result of the model was keen to pal round with us.”The script for Mac & Cheese’s advert mentions numerous matters that the Las Culturalistas podcast recurrently explores. There’s a reference to Intercourse and the Metropolis, and the advert contains foolish phrases like, “I’m a bottomless pit for the stuff.”Rogers stated Las Culturistas is at the moment planning for this 12 months’s Tradition Awards, which can tie manufacturers into award classes. The 2025 Las Culturistas Tradition Awards will air on Bravo on Aug. 5 and be accessible on Aug. 6 on streamer Peacock.Manufacturers are plugging into cultureBrands that get in on the jokes can go even additional than a intelligent podcast script, stated NBCUniversal’s Levin.She pointed to a latest Nissan industrial with Summer season Home star Ciara Miller for instance. The advert referenced a humorous second within the present and shortly sparked dialog. “For those that love Bravo, they’re in and Nissan is cool,” stated Levin. “Web page Six picks it up and it goes viral.”Nonetheless, NBCUniversal’s expertise is discerning about what partnerships they take, stated Rogers, Yang, and Homosexual.For instance, Rogers and Yang at all times do their analysis to ensure they align with the manufacturers they associate with and that they don’t do something that would probably hurt their group, resembling donating to political candidates.And for Homosexual, it’s necessary to work with manufacturers that followers know she already likes.“They know and acknowledge the issues that you simply love,” stated Homosexual. “That connection makes me wish to be extra accountable, sharper, self-aware, and accessible … that performs into what manufacturers you signify and the businesses you wish to associate with.”