With the introduction of last night’s “Saturday Night Live” episode, viewers were promised an exciting new short film from Please Don’t Destroy, a small group of writers known for their fast-paced and often surprising mini-films. However, what was delivered was not as expected.
Despite the anticipation, the three-member “PDD” team was not featured during the show. Instead, they made their appearance in an Allstate commercial during a commercial break. The trio, consisting of Ben Marshall, John Higgins, and Martin Herlihy, interacted with “Mayhem,” a character that has been portrayed by actor Dean Winters for over a decade. The original Please Don’t Destroy sketch that was intended to air during “SNL” was eliminated due to time restrictions, as per an insider. However, it is now available for viewing online.
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The appearance of the PDD team in the Allstate ad may have surprised those in the industry, as “SNL” executive producer Lorne Michaels has historically disapproved of airing commercials featuring current cast members during original broadcasts. This is due to the concern that viewers may confuse ads and the program itself. In 2021, an incident occurred when NBC aired an Old Navy ad featuring Aidy Bryant, a then-regular, twice during a new “SNL” episode, leading to an investigation as to why it occurred.
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However, the current TV landscape seems to be more flexible with these rules.
As more and more TV enthusiasts shift to streaming their preferred shows, media companies are easing their restrictions on sponsors. Even though HBO’s linear pay-cable network has always prohibited advertising in its programs, its parent company Warner Bros. Discovery’s streaming service Max allows marketers to purchase commercials in popular shows like “Girls” or “Game of Thrones.” In 2024, both CNN and ABC News sold ads during their broadcasts of the presidential debates, a significant departure from the norm. The networks are beginning to abandon old conventions that might hinder new revenue streams.
The Allstate ad is one of multiple deals NBC has established between advertisers and “SNL” producers during its milestone 50th season. Brands such as L’Oreal’s Maybelline, Volkswagen, and T-Mobile are also leveraging “SNL” to generate fresh interest in their products and services. In March 2023, Michaels presented to about 100 advertisers in Studio 8H, the longtime home of “SNL” at NBC’s New York headquarters, about upcoming plans for the anniversary.
Creating and maintaining such partnerships is not an easy task. In 2017, “SNL” agreed to collaborate with advertisers to develop custom commercials that would mimic the program’s style. Initially, one of the ads was to be from Verizon, partially penned by Colin Jost. However, the ad never aired. Another deal at the time allowed Apple to feature a laptop in a sketch, with “SNL” running a brief “billboard” before the segment to disclose the promotional deal.
Collaborating with “SNL” requires advertisers to let Michaels’ team lead. Dave Marsey, senior vice president of media and growth marketing at Allstate, stated during an October presentation, “For Allstate, it was about getting comfortable and agreeing that we have to fit within the world of ‘SNL,’ and that’s what we have been able to do.” Other late-night programs that occasionally incorporate advertising into their segments have been equally cautious. For instance, Stephen Colbert is known on Madison Avenue as a strong advocate for his CBS show, “The Late Show,” and has been vocal about his team’s control of the creative process.
However, some advertisers may be open to this approach. Marsey explained that working with Please Don’t Destroy “created an environment that was somewhat established so we wouldn’t be starting from scratch.” He was eager to use an appearance with established “SNL” properties to spark consumer conversation. “That’s what helped us in this big leap we are taking as a brand by being a part of SNL 50.”
Maybelline has aired commercials for concealer featuring former “SNL” cast member Vanessa Bayer and plans to use another female “SNL” actor to promote another product. The cosmetic giant sponsors a photo booth experience that show attendees can use. T-Mobile has been sponsoring
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