KATSEYE’s visit to The Tonight Show Starring Jimmy Fallon came with a promotional blitz for their upcoming Super Bowl ad.
When Jimmy Fallon teased a visit from the global girl group last week, he didn’t mention KATSEYE would be appearing on behalf of State Farm, for whom they’re set to appear in a Big Game commercial this weekend.
KATSEYE will appear in the ad alongside stars like Danny McBride, Keegan-Michael Key, Hailee Steinfeld… and brand mascot “Jake From State Farm.” On Wednesday’s Tonight Show, the music group offered a preview of what’s to come, with an assist from Jake himself.
After a traditional general chat with all six members of the group, Fallon directed the conversation to KATSEYE’s upcoming Super Bowl spot, prompting reflections from the group about how they’re longtime fans of Jake From State Farm and the brand’s jingle. A Q&A segment of fan-submitted questions followed, which ended with Fallon calling on an in-studio audience member to ask a question: Jake From State Farm, who rose to applause and asked KATSEYE for more info on their upcoming TV spot.
“I can tell you that we actually dance in it a little bit,” group leader Sophia Laforteza revealed. “Actually, can we show you guys the dance?”
With that, the group moved to the studio floor to demonstrate their Super choreo, accompanied by The Roots.
Fallon closed the segment by promoting the full TV spot “and a special surprise from State Farm” set to air this Sunday.
Fallon and The Tonight Show have a close relationship with State Farm. Jake from State Farm previously popped up (literally) during the show’s Tonightmares haunted house experience in 2024. Outside of the show, Fallon has appeared in a TV spot for State Farm alongside Jake, and most recently hosted a web talk show for the brand.
But KATSEYE’s visit with Fallon was the latest case of the late-night show creating two levels of brand promotion at once. Their interview and dance didn’t just promote their upcoming State Farm ad; it also yielded two YouTube clips that carried State Farm sponsorship.
It’s not the first time The Tonight Show has orchestrated such a double sponsorship. The show employed the same tactic last year with Marcello Hernández and Kenan Thompson, who appeared on the show to promote their commercial for T-Mobile.