Jimmy Fallon’s soon-to-be short-lived series On Brand sets out to turn marketing into prime-time entertainment. The premise: regular people compete to create ad campaigns for major companies. It’s fast, chaotic, and occasionally funny — the kind of show that makes you laugh once, then forget it ever existed. Just like most of the ads, ideas, and brands we scroll past every day.
And that’s the irony. A show about branding has failed for the same reason many brands do — a big idea without much meaning behind it. On Brand doesn’t seem to know who it’s for, and as a result, it’s already fading from view.
But it’s still a useful reminder of how easy it is to mistake a clever idea for a real brand.
The Illusion of Effortless Genius
We’ve all seen a funny ad and thought, I could have come up with that. And in a world where YouTubers and influencers command more reach than most commercial brands, it’s easy to believe that branding is just about being clever, fast, or funny enough to win attention.
Ryan Reynolds has turned that formula into an empire: self-aware humour, cultural irony, a wink to the camera. It works — to a point. But it’s also convinced many that personality is brand.
The truth is, attention may spark interest, but it doesn’t build belief. The brands that last don’t chase the moment; they compound meaning over time.
What Real Creativity Looks Like
The best campaigns don’t start with a punchline; they start with a premise. They’re built on understanding — of customers, culture, and context. The ideas that stick aren’t just funny or clever — they’re true.
Fallon’s contestants have 90 seconds to make us laugh — and sometimes they do. But the brands that endure earn belief, not just attention. They’re clear about who they are and consistent in how they show up. That’s what makes creativity powerful instead of passing.
Why the Joke Works (and Why It Doesn’t)
If On Brand has struggled to find an audience, that might say something about branding itself. When it’s treated as entertainment — as something anyone can improvise — it loses its meaning fast. Real brand work doesn’t aim for applause; it aims for alignment.
Attention is fleeting. Clarity, differentiation, and sustainability — those are the things that build lasting value.
The Quiet Truth About Great Brands
Great brands often look effortless precisely because the hard work is invisible. The focus, the trade-offs, the alignment — all of it happens behind the scenes. What the world sees is the simplicity on the other side of that complexity.
So yes, anyone can come up with a clever idea. The hard part is having a coherent one — an idea that not only earns a laugh today, but trust tomorrow.
In the End
On Brand will be gone soon, and few will miss it. But what it tried to do — make branding a spectacle — is what too many organizations attempt every day.
The brands that matter most aren’t the ones that perform for attention. Think IKEA, Caterpillar, Electrolux, Siemens, LEGO, President’s Choice, Patagonia, and Shopify. They’re the ones that stand for something clear, true, and lasting — long after the cameras stop rolling.
David Doze is the founder of Pilot, a Canadian strategy and design agency focused on helping organizations compete more clearly and connect more deeply. The Pilot team partners with organizations navigating complex change or market friction— helping them find alignment, momentum, and better days.