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The Tonight Show star is getting into the reality competition business, with this Apprentice-meets-Project Runway hybrid. The gimmick: Fallon’s founded the On Brand marketing agency and invited aspiring Mad Men (and Women) to compete to develop ad campaigns for companies including Dunkin’, Pillsbury and Southwest Airlines (good luck with that one!).

They’ll be mentored by Bozoma Saint John, the former chief marketing officer of Amazon — and current Real Housewives of Beverly Hills star — with the winner taking home $100,000. Fallon’s relentless good nature will make this a marketing win. (Streams on Peacock.)

On Brand With Jimmy Fallon | Premieres Tuesday, September 30, at 10 ET, on NBC