Original subtitles

[dramatic music]

- It's all building to this.

- * Ohh ahh ahh ahh *

* Ohh ahh ahh ahh *

- Welcome!

[cheers and applause]

Ten bold creatives from ten different worlds...

- Let's go!

- One shared dream,

to break into the biggest brands on the planet.

You guys are going to wrap the whole plane.

Captain Morgan's Super Bowl campaign!

- It's the Holy Grail, y'all.

- Handl'd.

- It's just insane.

- They battled it out for big business opportunities.

- Bigger doesn't always mean better.

- Customers would disagree with that.

- My story was great. - This is about leg space--

- Hold on. Let me finish my sentence.

- Do people want to draw on their faces?

- Mahiri's outside of our target demo.

- Whoa. - Rude.

- Now only four remain.

- However you perform now is what we will be judging.

- It's a clean slate.

No safety net.

- It's a little stressful to think about, like,

it riding on one concept.

- No second chances.

- Everything that you did before

sets you up for this very moment in time.

- Take this pressure, and use it.

One final challenge.

- This is the account that you need to win.

- We made it, baby.

We're here.

But the war is not won.

* *

- * This is revolution *

- The stakes have never been higher.

It's NFL quarterback Josh Allen!

Do you think I could play in the NFL?

- No, but... - [laughs]

$100,000 on the line...

And the winner...

And the title that changes everything.

And Innovator of the Year is...

The rivalries are real.

- We're all about rolling with the real, real people,

real stories, real connections.

- And the world is about to see

who truly has the power to influence it.

This is the moment they've all been fighting for.

- * Gotta keep the fire alive *

- Congratulations to...

This is "On Brand" with me, Jimmy Fallon.

- * Ain't gonna ask you twice *

* I'm tired of playing nice *

* It's my time to shine *

- I'm astounded by how much caffeine you can have.

- You know it's bad when today I'm like, mm, it's too much.

Last week, I found out I'm making it to the final four.

And I thought that I should be happy.

But really, I was just like, overwhelmed with stress.

[sniffles, sighs]

Sorry, I--I--

I operate in chaos, like, my own chaos.

But when there's, like, chaos surrounding me too,

mm, too much chaos.

But like, knowing that the next client

is winner-takes-all,

it's definitely scary.

- Oh, hey, bosses.

The bosses in the house. - The boss.

- Hi, guys!

- Hey! - Hi!

- Hello, team.

Congratulations! - Oh, amazing.

- This is a big deal.

You made it to the end of pitch season.

- Yeah.

- How are you all feeling today?

Did you get a good night's sleep?

- [laughs]

- You did not? - No.

- Mm. - OK, perfect.

[laughter]

- I feel like I've won,

making it to the final four.

A big reason why I came here was to see how far

I can push myself creatively.

And then now it feels like something is within my reach.

- OK, we're in the championship game right now.

- This is it, one last campaign,

one last chance to prove yourself.

The winner of this account will leave here as On Brand Agency's

first Innovator of the Year...

- Yes. - Oh, my God.

- And a $100,000 bonus! - Whoo!

Let's do it! - Bring home the money.

- A title that comes with the feature in "ADWEEK."

- Come on.

- You'll also be featured in a Samsung billboard

in Times Square and will be headed to France

to attend Cannes Lions, the ultimate

marketing conference and creative festival.

- Ooh, trust me,

this is not your average industry event.

All the big brands

and all the top executives go to Cannes.

It's where careers are made,

so this opportunity is just priceless.

- The stakes are high.

You may be feeling tense.

Your muscles might be tight, but don't worry.

Today's client can help with that.

Please welcome Therabody's founder,

Dr. Jason Wersland

and Chief Marketing Officer John Solomon.

- Yes. Come on. - All right.

- Come on. - Yeah!

- Good to see you, bud. - Good to see you, man.

- Welcome to the show.

What does Therabody want to see from our creatives?

- You know, when I created Theragun,

I used it on athletes.

But the real secret is, this is for everybody.

Who doesn't relate to pain?

We all have it.

- So we're excited, because we're launching

a brand-new Theragun.

And it's made exactly for everybody.

So we would love for you to come up with

a creative campaign and a spec commercial

for us to help launch this new Theragun.

- A commercial is the crown jewel of advertising.

That's why creating a commercial

is the ultimate final test in this competition.

- First of all, it needs to be entertaining,

but it doesn't have to be serious, right?

I mean, we would love something edgy

and also really focusing on the benefits of the product.

That's what's gonna be really important to us.

- Yeah.

- So be ready to pitch your spec commercial

campaigns and taglines.

Your pitch needs to include

a storyboard

and a comedic script

that can be adaptable

to any actor.

- All of you will be presenting your pitches to this client,

but only two of you will be moving on

to make the spec commercial.

- That means two of you will be out of the competition.

[tense music]

- I'm in the final four, risk out the window,

being safe out the window, end all or be all,

like, give everything you have.

If you swing wildly and miss wildly,

well, at least you freaking swang.

- You will be pitching your spec commercials

in 90 minutes.

Good luck, and may the best idea win.

- Yes. - Go experiment. Go research.

Go try every single thing they have.

- Let's go Theragun each other.

- I'm excited.

Somebody planned this just right,

because we needed Therabody to be the last brand

when we are at wit's end.

This is the one that we're pitching for.

We're all so freaking stressed.

[upbeat music]

Coming into this campaign, I'm on a hot streak.

I'm pretty confident about this one.

In the past, I've been successful

when I showcase my family stories, so thinking about,

how would they use their body in a way

that you wouldn't expect?

- This is the last pitch, leaving it all on the floor.

And I feel like I have an opportunity here to end,

on a really strong note, how I started this.

I have to trust everything that I learned

through this process.

And I have to be confident with the idea

that I'm pitching it to Therabody.

So they want something that's fun and edgy,

that evokes a feeling.

So let's lean into it.

So that is actually, like, the edgy limit of relief.

[groans]

The noises that people make when you use a Theragun,

that can definitely be edgy.

[moans]

- You all right over there?

- Yeah, Jimmy's been working us too hard.

Yeah!

- I wish Therabody made noise-canceling headphones.

I'm like, hey, some of us are on the verge of freaking out.

And Ryan's over here in pleasure land in the corner.

[upbeat music]

After getting emotional at the end of the last campaign,

I'm a little stressed.

I mean, I think I've earned a spot in the final four,

but now that I do see that there is

a chance that I win this, I'm feeling this pressure.

So I'm gonna think about how I can

tie in all this stress to my pitch,

because it's literally what's going on right now.

- To make it to the finale,

this allows my children, my wife, to know

that the time away was not in vain,

that I'm not here wasting our time.

For this campaign concept, I want to suggest

them trying something completely different.

I think about Mr. Clean and seeing his face

and being able to know that that means cleaning.

Maybe it's a mascot of sorts that people can connect with.

When they see him, you think of the product.

* *

- OK, team, this is it.

It is time for your final pitch.

The client is ready.

Put the finishing touches on your presentations

and meet us in the pitch arena.

[dramatic music]

- Nervous.

* *

Mahiri, you're up first.

- All right.

- Pitch us your Therabody campaign.

- My plan here is to not just finish strong.

I want to make sure that I leave in a way that is big.

And when I win this,

I want everybody to know I went all in.

OK, my favorite commercials inspired me

when I was growing up to clean

or to get my favorite cereal

because the representative made the product fun.

With that in mind, I created in my campaign Vibe.

So he shows up in the most awkward moments

to remind people where to get relief for their pain.

So in my spec commercial,

we're outside, playing with the kids.

You throw the ball-- and we all have seen that,

when that ache hits you in that shoulder,

and you're like, ouch, what was that?

And then you lean over, and he whispers in your ear,

"Theragun Sense."

And then, same, he closes out the commercial.

He pops up in front of the screen,

and he says, "Where there's pain,

there's Theragun."

- OK. - OK.

[applause]

- Mahiri, well done. - Thank you.

- I think one thing I would push on,

if we move forward is, this is very pain-focused.

Obviously, our products help with other things too--

stress, tension.

Do we want to focus it purely on pain?

Or do we want to broaden it a little bit more?

- Absolutely.

- That's memorable for sure.

I mean, how can you not smile when you see that guy?

- Right.

- As a marketer, I think the thing

I would always think about as a brand is, like,

this person now is associated with our brand.

- Right. - Right?

Do you want that long-term?

Something to think about. - Thank you.

- Yes. - Great job, Mahiri.

- Thank you.

Executed on everything

that I could possibly do.

So I'm proud of myself.

I'm proud of myself as a creative.

I'm proud of myself as a husband and as a father.

And also, I'm just proud of myself as a me.

- Bianca, you're up next.

Go get 'em, Bianca. Come on.

- I'm usually super confident walking into a pitch,

but I'm feeling this pressure,

because there's everything riding on this one account.

So even though it makes me uncomfortable,

I think I should just go in and tell the story

of how this idea came to life.

Hi.

I don't like to cry in front of people, not even my friends.

But last week I did.

I had just won the KitchenAid account

and found out I made it to the final four.

And it should have been a happy moment,

but really, all I could feel was stress.

And it made me realize how that stress

and that physical embodiment can--

can--um...sorry, one second.

I need to find my words.

[tense music]

Um...

* *

- It is a little shocking to see Bianca unnerved.

I just can't believe this is happening.

* *

- Um...sorry, one second.

I need to find my words.

[tense music]

Um...

I'm like, frustrated at myself,

because I can't just, like,

think on my feet 'cause there's so much pressure.

Two people are going home.

That's half of the agency gone.

I need to get a spot.

I need to.

OK. Sorry.

When stress builds, sometimes you just have to let it go.

Stress is a universal experience.

And that's what this campaign is all about.

Stress builds, and Therabody helps you let it go.

Traditionally, Therabody and the Theragun in particular

has been marketed as a muscle recovery tool.

But most people aren't recovering from marathons.

We're recovering from Monday.

And that's a story we're telling with this commercial.

We have a clearly burnt-out person working late.

And a boss and is like, "You can handle these reports

"before tomorrow morning, right?

That would be terrific."

And then it cues this highly dramatized,

highly comedic stress tantrum.

We are seeing papers flying, computers being smashed,

a keyboard through a screen.

But than you realize and reveal that it was just a fantasy.

And at that moment is when he reaches out from his desk

and gets his Theragun Sense, showing that the Theragun Sense

is the immediate stress-release solution

but also a necessary and attainable intervention.

[laughter] - Thank you so much.

Bianca, I love that you said, like,

I'm not recovering from a marathon,

I'm recovering from Monday.

- Yeah, yeah, yeah. - That's brilliant.

- The visuals make a lot of sense.

It cracks me up, 'cause I've felt that way before,

the feeling that you have when you're gonna explode.

You sort of visualize throwing things, but you don't.

So that makes a lot of sense to me.

- One of the top things people are struggling with right now

are stress and tension.

So it's very relevant to the moment.

I think that's always important.

I know you did get a little nervous and tripped up.

I think it's totally fine to say, you know,

I need a moment or--you know, then that's totally human.

- Awesome. Thank you.

- Great job.

Thank you, Bianca. - Yeah.

- Ryan, pitch us your Therabody campaign.

- Let's go.

- OK. - Ryan!

- Innovator of the Year is a huge deal.

I'm launching my agency in a space that I've been,

you know, trying to build out.

And, like, $100,000 is a big deal for me.

They want something that's fun and edgy

that evokes a feeling.

Edgy's fun!

So let's lean into it.

[ominous music]

[groaning]

Oh, my--yeah.

- That's an HR violation.

- Oh...

Oh. I'm--I'm sorry.

I--I saw a Theragun Sense, and I had to take

the opportunity to get a release real quick, you know?

- Mm. - [laughs]

- Did it sound like I was doing something else back there?

- Yes. - [groans]

Right?

There's something about that.

It's relief, but it's more than relief.

It's deeper than that.

- Mm-hmm. - Right?

It's a physical and audible release.

It's a product that's so good, it feels like a steal.

That is why the perfect campaign for you is...

steal your release.

- Hmm. - Picture this.

If we go into the everyday home,

we're starting in on our athlete.

He racks the weight up. He comes off.

He's hitting his leg, right?

Then he gets distracted by his phone.

He sets it behind him--

swiped as soon as he puts it down.

Cross camera, it's a social butterfly.

She just got back from a date.

She was wearing high heels,

and she's hitting the bottom of her feet.

Oh--that audible release, every time,

an audible release, a different spot,

a different use.

Then we end with a little bit of comedy

at the end because everyone's pointing fingers.

Who's got the Theragun Sense?

I'm tired of this.

And the dog's the one that's ending up with it.

- Good job. - Great job, Ryan.

[applause]

- Ryan, one of the tricks of advertising,

especially in commercials, is to get people's attention

in those first three seconds.

Your pitch started fantastic. OK?

I was a little taken aback.

The idea of being fun and edgy, you certainly deliver that.

- This is an insight we hear all the time is,

who stole my Theragun?

My dad stole my Mom's, so my grandparents stole it.

You hit the nail on the head in so many ways.

- Awesome.

Yeah, thank you very much for the feedback.

- Thank, you, Ryan. - Good job, Ryan.

- Thanks.

- Last up, Pyper!

Take us home! - Pyper!

- What it's gonna to take me to finish strong

is to be myself.

I really approach my marketing with my artwork.

And for me to be at my best for this last pitch,

I need to take some deep breaths and focus.

So with my campaign, the best time for recovery is anytime.

I am really stressed right now

because I'm talking in front of everybody.

And my spec commercial will feature a family.

My commercial is going to start with...

"Mom!"

- I heard that. - Right?

The mom in the evenings wants to unwind

and read and loosen up her shoulders,

but then she kind of uses it as a bookend,

and she wants to keep it there, right?

And then she's like, Pyper, where is the Sense?

And oh, it's actually on her studio table.

And it's like, part of your work environment.

So it's just there.

And then Lilith goes on and goes, like,

ew, Dad, why is this under the sheet like that?

And that's the explanation.

So this spec commercial is gonna see quick cuts

between people going, like,

Mom, Dad, Pyper!

So there you go.

That is tying in the product

with all of the different places that it lives in,

because it really should be integrated into our lives.

Thank you.

- Thank you. - Well done.

[applause]

One of the things I always tell my team is,

our enemy is the drawer.

Because when the Theragun is in a drawer, you're not using it.

People don't see it.

So I love this idea of how you're just

making it a part of, like, the home.

- When I heard, "Mom!"

I got triggered, you know what I mean?

I was like, is that my child calling me?

You know what I mean?

Girl, because let me tell you,

the funny thing about being a mom

is that anytime you hear anybody call Mom,

your head pops up, and you start looking around.

- Great points on hooking the viewer.

We live in a noisy, busy world.

Bringing it into the home and making it, again,

something that everyone's using,

I think is something we're looking for.

A lot of good stuff in here.

- Thank you, Pyper!

- Thank you.

Thank you.

I thought my pitch went well.

The reactions from the judges

were all great responses.

But I'm just like, am I doing enough?

- It's over.

- It's over!

- Dr. J., John, the On Brand Agency delivered

four A-plus ideas from four A-plus creatives.

But only two can move forward to see their commercials

come to life with our very special VIP guest.

- It was a tough decision, because all of you,

we could see making any of your ideas.

- Going home raises the stakes in a different way,

because it's now actually showing something

that you deserve to be here.

If you're not going big, you need to go home.

And I hope I'm not going home.

- So who is going to be the first creative selected?

- The first creative is...

* *

- So who is going to be

the first creative selected?

[dramatic music]

- The first creative is...

* *

- Bianca.

- Wow.

[applause]

[uplifting music]

- Whew.

Sigh of relief.

Even though I'd messed up my pitch, like,

I am so thrilled I didn't ruin my chance

to win the whole thing.

- I--I'm actually--

- My palms are sweaty. What's going on here?

- No, seriously, I am, like, queasy,

because I'm just so proud of everyone.

But we have to make a decision.

So the big question is, who else are you gonna go with?

- The next creative is...

* *

Ryan.

[upbeat music]

* *

- Let's go, dawg.

Called into the top two, it's fantastic,

one step closer to getting...

[clicks tongue]

- Congratulations.

- Thank you.

[applause]

- Uh, Pyper...

[somber music]

Mahiri, I'm so sorry to see you go.

* *

You're the best of the best right here.

- Watching you present, I felt like a proud mama.

The ideas were great.

- And you delivered.

- Yeah.

- Thank you so much.

You can say your goodbyes now.

* *

- You're the right guy.

- Still the guy. - Love you, man.

Creatively, it felt like a second life,

like a lifeline.

I was like, yes, thank you!

This was everything I could have dreamed for.

[laughter]

- You were amazing.

- I'm taking so much away from this experience.

The way I was going about my own marketing,

I see everything differently now,

so I can't wait to go back home to my shop,

try all the techniques I've picked up, and see the result.

- Way to go, Ryan and Bianca!

[cheers and applause]

- Well, this is a rematch.

- I know.

- The first time that we got together

at the On Brand Agency, it was y'all two against each other.

And now the very last one, we're back.

- Wow. - I'm ready for my redemption.

- I'm ready for domination.

- All right, all right.

More than ever, it is important to hear

the feedback, to make your ideas

the best that they can be.

- Ryan, we all know that you went the risqué angle, right?

But you have to be careful.

You have to do it in a way that's brand-safe.

So watch out for that.

Another piece of feedback would be,

I don't love "steal your release."

Is it really about stealing? - OK.

- So I would just think about that a little bit as well.

- Yeah.

- Bianca, you had one character.

Could you bring another character into that?

Cause not everyone's necessarily

going to relate to a professional

in an office, right?

- I really feel frustrated, because there's been

times before where I've taken feedback

into account too much.

We're going to space!

- Now, how is this going to connect with Southwest?

- And then it kind of led to me not winning the account,

But also, I'm like, I need to incorporate it somehow.

So I'm thinking of what I can do without scrapping the idea.

- Congratulations.

We're gonna go head to head

in a showdown of execution

and produce comedic spec commercials.

- Yes.

- It's a big deal, because it's something

only senior marketing executives

normally get the chance to do.

- A spec commercial is a test.

And should the spec work,

then you can roll it out into a full-blown campaign.

Remember everything you've learned.

Your commercial should be funny, engaging,

and use your actors wisely.

- That's right, because casting can make or break your spot,

and we will be providing you with actors

to direct in your commercial.

And I've got a very special guest in mind.

So these scripts should be adaptable to anybody.

- Yeah.

- Get to work.

And may the best idea win. - Hey!

- * Let 'em know *

* How to be someone like me *

* Yes, I am the one *

- This is amazing.

This location has it all for both spec commercials.

You feeling good? - Yeah, I'm feeling nervous.

- I'm feeling good. I'm nervous.

- OK. - You're nervous?

- Yeah.

Ryan and Bianca have to stay on task,

as they only have a short window to prep

before Jimmy's special guest arrives

to star in each of their commercials.

- This is fun. This looks so good.

My strategy for this commercial is, I'm gonna go in

and stick to my guns creatively.

But also, I need to satisfy the feedback somehow.

I was thinking the cleaning lady,

you would have her do her legs,

because she's on her feet all day.

- And then the special guest is gonna be the boss or the--

- Yeah, the special guest will be the boss.

I'm hoping that works,

considering I don't know who it is.

- Doug, are you feeling juiced or what, though?

- I'm feeling good. - I'm feeling good too.

- My strengths are that I've filmed 30-second spots before,

more so, potentially, than Bianca.

But I've got to switch up the tagline.

I've changed it from "steal your release"

to "everybody deserves a release."

It still communicates the release,

the edginess of that audible and physical release,

and it takes "steal" out of the equation.

- I think we set our goal to get brother, sister,

mother, father... - Dog.

- Pup and fam. - And guest.

The quickest we can get through

the insane amount of work that we just said--

- Yeah. - In the most time we have,

utilizing the special guest.

- We should leave the most time for that.

- OK.

- OK.

- Ryan and Bianca,

let's get down to business.

The client asked you to come up with

a comedic commercial that could be

adapted to fit any actor.

And now it's time to find out who "any actor" is.

He's gonna star in both of your ads.

He's straight out of central casting...

- Mm.

- And also an investor in Therabody.

- The client asked you to come up with a commercial

that could be adapted to fit any actor.

And now it's time to find out who "any actor" is.

[suspenseful music]

It's NFL MVP Josh Allen!

- Yeah!

- What? - Hey.

Come on, bud. Good to see you, Josh.

- Good to see you. How are you guys doing?

Good to see you. - Hi, I'm Bianca.

- Bianca. - It's Ryan.

- Ryan, Josh. Nice to see you guys.

- [laughs]

NFL MVP!

There's a bunch of, like, NFL superstars, but, like,

Josh Allen is still, like, the mecca of superstars.

I grew up in Rochester, New York.

People love the Bills.

- I don't really know Josh Allen.

I don't know if I should say that.

[quirky music]

- Uh, soccer, right?

- I heard some story about you that you kneeled on

the 50-yard line and threw passes

trying to hit the goalpost, and you did it.

- Yeah, yeah.

- You think I could play in the NFL?

- Yeah--no, but...

[laughter] - Oh!

He said yeah for a second.

- He said it so fast.

- He said yeah for a--he said it so fast, but it counted.

He said, yeah, no.

Thank you for doing this.

I've seen you on the field.

But what--what is your acting skills like?

- Acting skills, none whatsoever.

I've done a couple of commercials.

My fiancée is the best at what she does.

- Hailee Steinfeld has crushed it in "Sinners."

- I'm learning by association.

- You gotta bring your own... - I like humor. I like humor.

- Special sauce to it.

- Just use me, guide me.

I'm coachable. I'm coachable.

- Oh, there we go. - That's pretty good.

- You have 90 minutes to shoot your commercials.

Use your time wisely.

Good luck, everybody.

Bianca, you're up first.

- OK, cool. Thank you. - Break a leg.

- Thank you so much. - You'll crush it.

- Ryan and Bianca have vastly different approaches

to their spec commercials.

Ryan has taken an edgy approach to grab attention,

while Bianca's going after a relatable problem,

stress relief.

The question is, which will work better?

- Welcome to your office. - Thank you.

- We have our boss--

My idea is, we're going to have, like, the annoying boss

come in and drop a stack of papers

on the office hero's desk.

The office hero kinda snaps into this, like, fantasy world

and goes through a slow-mo tantrum.

And then at the end, the cleaning lady comes in.

She stole our hero's Theragun from his desk

and starts using it on her legs.

- Now, is this, like, a--am I snarky?

Like, what type of vibe am I giving off?

- Yeah, like the "bud" is, like, passive.

- Hey, bud. - Hey, bud.

This role is so fun.

I think it's perfect for Josh Allen.

He's, like, so charming and likable.

To see him play a little bit of a villain character,

I think, will be really fun.

Close-up will be reaction to that,

reaction to him throwing the papers.

- Yeah.

A commercial shoot is a big undertaking,

especially when the clients are watching.

This is a lot of pressure.

- Let's roll camera. - Marker.

- Action.

[quirky music]

- Hey, bud, if you could just button up

these reports before tomorrow's meeting,

that'd be great.

- Yeah.

- Let's do it, like, according to plan.

I feel a little bit stressed

about Therabody's feedback,

but I'm sticking to my plan.

- Move on to his close-up? - Yep.

- Like-- - Yeah, like, hand on head.

Hopefully, I'll be able to pull it off

and make it better than Ryan's.

- I wonder if she's going to incorporate

your feedback about getting more, you know, scenes?

- I'll be interested to see how she does that.

- She has been doing great work.

- Yeah, this whole season. - Yeah.

The thing is, either she wins big

or she loses big.

- Mm. - You know?

And so at this point, I'm really hopeful

that she pulls through. - She has to.

- She has to.

Otherwise she doesn't win.

- OK, so we're gonna set up for the cleaning lady shot.

Head all the way back.

Yeah, yeah.

- Yeah, yeah, it's gonna be good.

- Pressure is on, $100,000 on the line.

Action! Grab them. You're standing up.

Throw it up!

- [screaming]

- Can we do it one more time and just

have you, like, shudder a bit more?

But Josh is taking direction really well.

- Is that good, like, tone? Or do you want me--

OK. - It was perfect.

- Ryan's got some competition. - Yeah.

Oh, he does.

- Ping me if you need anything.

If I don't answer, I'm on the course.

- It's a wrap.

- Whoa!

Great job!

- Perfect. Awesome. - Calling it.

Josh, you were amazing. - Congrats, guys.

- You're so good. - Yeah, thank you.

- Josh Allen, you're great. - Good job.

- All right. - You did great.

- You got a career, bud.

Watch your head. Oh, my God.

- I know, please.

- Dude, you look so big.

But it makes you look even bigger.

- I know. It's so ridiculous.

- You did a great job.

- All right, well, Ryan's waiting for you, bud.

- Awesome. Can't wait. - Break a leg.

Here we go. Round two.

- * You think you do this better than me *

* OK *

- Justin, nice to meet you.

We have, like, 12 minutes to get through the scene.

You're gonna pick up the Theragun,

use it on your arm.

We're looking for that moment where it begins to hit you.

OK.

- We're gonna go a little bit over the top,

a little bit edgy, like, oh, my God, it's so good.

- OK.

- We're keeping that concept with the family

constantly swiping it from each other.

Start with the son.

He's lifting weights. Massage.

It's swiped as soon as he puts it down.

The social butterfly, always putting on

really uncomfortable shoes, massage her feet.

That's swiped.

And the dad swipes it from the mom.

Josh Allen is going to be the calmness amidst the chaos.

And he's like, I don't know what everyone's fussing about.

Doug, when you're ready.

- Marker. - And action.

- [moaning]

- Is it too naughty?

- [moaning]

- Maybe.

- [gasping] - [laughs]

But I don't have time to second-guess myself.

- OK.

That many scenes with that many shots,

it's stressful.

We have a lot to get through,

way more than Bianca.

All right, let's move on. Fantastic.

The last thing you want to do is run out of time

and not be able to capture Josh Allen.

- You want to try it one more time?

- I don't think we have time.

- I am completely behind schedule.

Got it. Done.

We're gonna go outside with Dad.

And then on top of that, we have to literally

work with a dog actor.

Can we get the dog as well?

- Yes! Yes!

- What do you think of the angle?

- I'm not in love with the angle.

- There's so much going on.

Oh.

- Josh is just waiting.

- You can't have him waiting around.

- They wasted their Josh time

trying to make the dog act.

- You wanna put it--wait. One second.

- Wait. Wait.

- He's wasted, like, 20 minutes

that he could have been--

- I'm just gonna to try and get a little quicker.

One more time.

The shoot is so stressful.

I know that Josh Allen is sitting in there, and is like,

is this director gonna come over and talk to me?

Or like, what the heck? You know?

But it's super important to get the shots

for the commercial.

It does not make sense without that shot.

Same spot. Let's do it again.

I have a very clear vision.

I'm gonna execute that vision.

- Josh! - I'm here.

- Dude! - Come on.

- Thanks for being patient with me.

- Of course. Of course. - It's gonna be sick, dude.

- How much time does he now have with Josh?

- OK, 15 minutes.

- Oh, Lord.

That's not a lot of time at all.

- I hope he's gonna get what he needs.

- And action.

[tense music]

- The last shot is everything.

Everyone deserves a release.

Reset quick, one more time.

Sorry, "everybody" deserves a release.

- Oh, sorry. OK.

- That's the button on the commercial.

- It is.

- If I don't nail this last shot with Josh, I lose.

- Everybody.

- Everybody deserves a release.

- And action.

- Uncle Josh has you.

Everybody deserves a release.

- Cut! That's a wrap!

Oh, my God, you guys are amazing!

That was awesome! - He did it.

- He did it. He did it in time.

Wow.

- That was sick!

- Well done.

- Hey. - Oh, Josh.

- Superstar.

- Dude.

- Are you a dog owner? - I love dogs.

I grew up on a farm, so we had a million dogs.

- Dude, you're a natural.

You're great at this.

- Shout-out James, man. - Yes.

- That's my dog.

- That's--that's your-- that's your dog right there?

- Whoever's taking this home is taking home

Innovator of the Year.

I think it's anyone's game.

It literally couldn't have gone better.

- Good job.

[dramatic music]

- Here we are.

Look, Bozoma, we got the band back together.

- I know. I love this so much,

and I love all of you.

- Yes, we love you.

- It's all been leading up to this.

- This is a clean slate.

It doesn't matter how you pitched before.

It only matters how you pitch today.

I mean, do you think that when I walk into a new boardroom

that people care that I've won awards

or that I'm in the Hall of Fame?

No, that just helps me get into the room.

But once I'm in there, they want to know if

my strategies are gonna work for the brand.

And if not, then I don't win the business.

- Ryan, Bianca, are you ready to pitch?

- Yes. - Come on down.

- Oh.

Let's go. - Whoo!

- I think I'm a little bit of a rule follower.

I go by the brief to a T.

I'm looking at each of these boxes,

and I'm like, check, check, check.

I'm like, this feels good.

I think the clients are gonna love this.

Y'all asked for a spec commercial that's entertaining,

relatable, benefit-driven, but also fun and edgy,

and invokes a feeling for everyday people.

With the help of Josh Allen, what you're about to see

is a late fourth quarter game-winning drive.

- Mm.

All right.

- Let's take a look.

[weights clanging]

[intense music]

[Theragun whirring]

- Ohh.

[music slows to a stop]

Addie.

- Yeah, he was so sweet.

Like...

[moans]

No, ew.

I was massaging my feet.

[laughter]

Mom, I wasn't done using that.

- [inhales sharply] [Theragun whirring]

[sighs]

- Oh, honey, that looks amazing.

I'm gonna go.

Ooh. Ah.

[dog barks]

[laughter]

- What? - Mom!

- Who's got the--

[all arguing]

- I don't know what they're fussing about.

We got more than one.

[Theragun whirring]

Ooh.

You know, they do say I have a quick release.

Here, Uncle Josh has you.

Everybody deserves a release.

[applause]

- Well done, Ryan.

- Great job.

- Dr. J., what did you think of that commercial?

- I mean, a little bit of tears.

Like, this is super cool.

I love that you changed the tagline a little bit.

You--you took our advice with that.

- I agree that the line is so much better, every "body."

Like, that's--it's very witty, very clever.

And it is relatable.

So well done on that.

- Thank you.

- It was edgy, but it didn't go too far.

- Yeah.

- It's definitely something I could see us

bringing to life, so great job. - Thank you so much.

Appreciate it. [cheers and applause]

- Great job!

- Now I want to hear from Bianca.

This is it, Bianca.

[cheers and applause] Come on down!

[dramatic music]

- Before we get into this, I just want to say

how much fun I had on this set today.

I'm proud of what I brought to life.

This idea was obviously born out

of a very real experience and personal experience

of stress, of overwhelm.

I heard your feedback, but I really wanted

to stick to my concept here.

You'll see two characters in here,

because I did want to take your feedback into account

and add more representation.

And here's my commercial.

[upbeat music]

[vacuum whirring]

- Hey, bud, if you could button up these reports for me

before tomorrow's meeting, that'd be fantastic.

[quirky music]

[clattering]

* *

[laughter]

* *

- Sure.

- I knew I could count on you, buddy.

Hey, ping me if you need me.

If I don't answer, I'm on the course.

[Theragun whirring]

- Ahh.

- Ohh.

- [laughs]

- The button at the end.

Yes!

[applause]

- Yeah!

Well done, well done. - That's awesome.

- The best work I've seen is when you have creative tension.

Right? We gave you feedback.

And we said, how many different characters can we get in?

And you stuck with it.

And you did add the cleaning lady,

which I thought was a great way

to bring it beyond just one person.

So overall, really, really great job.

- Thank you.

- You really kind of stuck to your guns,

and in this case, your Theraguns.

- Ohh.

- But it was impressive. And it was good.

And you had a great vision. Congratulations.

- Thank you. - Thank you, Bianca.

- Thank you.

[cheers and applause]

- This is the most nervous since the Dunkin' pitch

I have been at the On Brand Agency.

I'm a small business owner that works

with mom-and-pop shops.

And $100,000 is a big deal.

- Before we find out which creative landed the account,

Bianca, Ryan, you two have the opportunity

to make your case to Therabody one last time.

[tense music]

- This final pitch battle is personal.

Both my parents didn't go to college.

I didn't really have anyone to tell me

what the path was to success or how to get there.

And now I'm in a room with people

that understand me and my ideas

more than I ever have before.

So I'm just going out there

and just talking from the heart.

- Therabody should pick my commercial

because we put the Theragun Sense into the forefront

of the commercial, really showing

the relatability of the product and how

it can be used with everyone.

When I look at the competition, there's really only one way

you're using the product, on his back,

you know, to relieve the stress.

We see, in my commercial, the product used

five different ways with five completely different

people who can relate to the everyday people

that you are trying to reach.

* *

- I mean, something I live by in marketing--

if you try to speak to too many people at once,

you risk speaking to no one.

I think that's the case with Ryan's commercial.

I saw people holding it up to their body,

but I didn't understand the why behind the massage.

People don't want to be sold to.

They want to be told a story.

- Our whys are in the environment of what

these people are doing, right?

Mowing the lawn, DIY,

you're gonna maybe have some back problems.

If you want entertainment, fun, edgy, relatable,

mine hits those boxes harder than hers does.

- If you want to speak to who already owns a Theragun

and make them chuckle,

then Ryan's commercial is the one for you.

If you're looking to grow and evolve

and reach a new audience

and tell them something they didn't know,

my commercial is the right choice.

- You're claiming that your commercial would get new users,

while Ryan's commercial would keep

only current users,

which is a very serious thing to say.

* *

- Yeah.

It is a new benefit and a solution

to a problem that everyone in the world has, stress.

- Dr. J., John, who has earned the Therabody account?

Who is getting their own feature in "ADWEEK"

and going home with $100,000?

* *

Hey, everybody watching at home,

are you Team Ryan or Team Bianca?

[dramatic music]

- Dr. J., the envelope please.

* *

- I want it to be me. $100,000 is a big deal.

A spread in "ADWEEK" is a huge résumé builder.

I did everything I can do.

- I mean, I am nervous for the outcome of this,

but I'm really proud of the final product.

- And the winner and Innovator of the Year is...

* *

Congratulations to...

* *

Bianca.

[uplifting music]

- * Been waiting for this moment *

* Waiting my whole life *

* 'Cause I'm ready to fly *

- Oh, my God.

- Congratulations. - Oh, this is really amazing.

Oh, thank you.

- So good the whole season.

- Thank you.

This was a life-changing experience.

It was a lot of hard work.

It was a lot.

It's a lot.

I mean, I couldn't have imagined

how much it would take.

I'm walking out of this with a new sense of confidence.

- Bianca, the feature in "ADWEEK"

and the $100,000 bonus is all yours!

[cheers and applause]

- Thank you.

- You will also be featured in a Samsung billboard

in Times Square and will be headed to France

to attend Cannes Lions.

- I know. I'm just so grateful.

This has been, like, the best, most insane opportunity,

and got to work with so many amazing brands.

So thank you, Jimmy, Boz.

I'm really excited. So thank you.

- Bianca, the idea was spot-on.

The really important piece, to me,

was the ability we have to help people with stress.

So that was great. Good job.

- Ryan, you crushed it.

I've watched you grow.

And I've watched you support every team that you were on,

even when it wasn't your idea.

And that was just so inspiring.

- I appreciate it, Jimmy. - It was so great.

- And Ryan, you started off this competition winning.

You set the pace for how everyone was gonna compete.

So leave here feeling very proud of that.

- Thank you, Boz.

Appreciate it. Thank you.

I still feel like I won.

I've proven to myself I have what it takes,

and I have connections that I feel are gonna last a lifetime.

- * All your fire *

- Ooh. - Bianca...

[all cheering]

You are Innovator of the Year.

Come claim your trophy.

- Yeah!

- Wow.

That's so good.

- Congratulations.

- Thank you.

- * I just move like a wildfire *

* Wildfire *

* *

* I'll stand back and watch you go like a wildfire *

* Wildfire *

[cheers and applause]

- [shrieks]

Oh, my God.

I am so proud.

I feel like how this has all ended

has just really shown me that, like, I can

trust myself and trust my intuition.

This is so cool. Oh, my God.

I'm walking out of this with a new sense of confidence,

like and--and like, just, like,

excitement for the future.

But it was an amazing experience.

And I--yeah, I'm just so grateful for all of it.

- * It was a long way up *

- Oh! [laughs]

I'm excited to see that commercial.

- Anybody seen the remote?

- Is this is overcooked?

- A little.

- What? [dog barks]

- Mom.

- No, I really think you overcooked it.

- Here's a recipe for moist chicken.

[dramatic music]

* *

- Still too dry?

[gentle music]

- Mashed potatoes?

- Yes, please.

- [sighs]

- Oh, my gosh.

This is so cool.