One of the most interesting sketches of this weekend's release of "Saturday Night Live" did not come during the show, but rather one of its commercial breaks.
Viewers Stuck Under Advertising in the First Half of "SNL" Without a doubt, Kyle Mooney throws a short video using Google's Pixel3 smartphone. "This is my video! My funny video!" He chants while cavorting about his apartment. "SNL" colleague Aidy Bryant also made an appearance on the spot, which told the viewers that it was "Sponsored by Google" in fine print that appeared at the bottom of the screen.
The debut for the commercial selection is the last step in NBC's work to get advertisers to work closer to "Saturday Night Live." The Google Commercial script was written and produced by people on the show, according to a person familiar with the matter. Google has a broader agreement with NBC to get its products and services closer to specific programs, said this person.
"SNL" has long been known to make spoof advertising for fake products ranging from "Mom Jeans" to "Little Chocolate Donuts" to "Colon Blow", but in April 2016, NBC announced that the pilot aid late in the night should run with fewer ads to make the program flow easier, and in some cases would work with sponsors to create real spots as well. There is some "SNL" executive producer Lorne Michaels has approached gingerly. Getting the ads to play the program can keep the audience more engaged with what they see, but at the same time nobody wants to cut the edge of "SNLs" satire.
"The audience has become smaller for commercial television broadcasting tv, but I'm, as you know, a big fan of and deeply believe in broadcasting tv. We are in all 50 states and without us many would not see this kind of material, "Michaels Variety said in an interview in 2017." The thing that pays for it is advertising and I do not really see it as a kind of moral crisis. "
"SNL" has a short but colorful story with Madison Avenue. Google's place is not a first for the show, as in its first season, Chevy Chase, among other throwing members, had touted Polaroid cameras during certain commercial breaks. Candice Bergen, an early host, was at that time a spokesman for the company. There have been other commercial ties over the years. Everyone who looks at the show's first music segment, knows Apple, has run this shortly this season and tells viewers to use Siri to find songs by the artist who just performed.
"SNL" tested the idea again in 2009, when the show was created. Three sketches based on a long-term spoof of "MacGyver", called "MacGruber", which was actually commercials for Pepsi. The spots appeared in ad breaks supporting a January SNL broadcast, and one of them appeared in NBC broadcast one day later, Super Bowl XLIII. In the same year, "SNL" allowed Anheuser Busch InBev to purchase all the national advertising time around the program to have a brew called Bud Light Golden Wheat. In exchange, the beer producer sponsored a series of never-before-aired comedy segments from the show's rehearsals during commercial breaks. More recently, NBC has run an auto-advertising showcasing Cecily Strong and Jay Pharoah using the sponsor's vehicle to get things ready for a "SNL" sketch.
The recent NBC effort to generate more business by providing "SNL" staff for designing ads has moved quietly, with media buyers noting that manufacturers are eager to cope with some efforts, but not dozens of them. In 2017, "Saturday Night Live" put an Apple laptop – with full-screen logo – in one of its sketches, sending a short graphic before the segment began telling tellers that "promotional considerations" were "decorated by Apple". Media Buyer managers at that time suggested the client was not thrilled with the performance. "SNL" that year also created a tailored advertisement for Verizon, written by Colin Jost and starring Kenan Thompson. But Verizon deleted commercially at the last minute, according to people familiar with the case, and cited business reasons. The place has not yet been seen publicly.
Advertisers have become more interested in late night television in recent seasons, giving them greater freedom to appear in the shows in difficult ways. Anheuser and Heineken have sponsored a big bar on the set of James Corden's late late show at CBS and Sanofi's allergy medications Xyzal has made an animated eicher called Nigel a guest at Stephen Colberts 'Late Show' on the same network (and yarns mention ABC's "Jimmy Kimmel Live" and TBS "Conan" too). And Google has come across the action as well: In March, CBS paid for Colbert to create an additional "Late Show" segment of the Nest Hello door clock instead of cutting to a traditional ad break.