Rafael Povo, director of the Degree in Advertising and Branding: "the launch of the reality show 'On Brand' has been a pleasant surprise".

Rafael Povo, director of Degree in Advertising and Branding at UDIT, University of Design, Innovation and Technology, and prestigious consultant in strategy and creativity, reflects on the impact of the launch of On Brand, the new reality show of the American network NBC . 

Presented by the charismatic and popular Jimmy Fallon and Bozoma Saint John, former CMO of companies such as Netflix, Uber and Apple Music, it is conceived as a talent show, similar to other formats such as Masterchef, in which the contestants must come up with advertising campaigns for well-known brands. 

• Were you surprised that NBC focused on advertising when creating its most recent reality show, On Brand? 

I have to confess that it was a big surprise: advertising has been on TV since its beginnings, but not as a programme theme. Finally a big network has made that leap. I am delighted. 

• The creation of a reality show of this style, which could be compared to well-known formats in our country such as Masterchef or Maestros de la Costura, do you think it adds to or subtracts from the sector ? 

A reality show is just that: a show, a human spectacle. What happens in the two episodes of the programme that I have seen is not very similar to what happens in a real agency, but I suppose it's the same with fashion or cooking. The good thing about this show is that it puts branding and advertising in many people's minds as something glamorous and attractive. 

• The participants in the reality show are professionals from different sectors, not only advertising professionals. How do you value the inclusion of all kinds of profiles? 

I think that's the beauty of this format. The professionals wouldn't be a problem. They would do better campaigns, they would have better ideas: all very professional. We are looking more for improvisation, for failure? 

• In the programme, well-known brands, such as Dunkin', Southwest Airlines, Captain Morgan or KitchenAid, present briefs to the contestants, who have to develop their campaign proposals. Is this participation by brands more of an opportunity or a risk? 

From what I have seen, the brands use the programme itself as an advertising medium. It gives them visibility and proximity. But they are not using the pieces created on the show in the real world. And it's not surprising, as they don't have the minimum quality required for brands with that level of investment. I'm sure they pay to give briefings and star in a programme on pirme time. It's real Branded Content. Very intelligent, moreover. 

• Do you think a format like this would fit in Spain? 

Of course it would: we have everything we need. Great brands, professionals, contestants and a sense of humour, which is also essential. 

• What image does the general public currently have of the advertising sector? 

I think there is a certain romanticisation of the profession, especially the creative aspect, which is attractive to the new generations, especially if we are talking about certain brands that project an image of exclusivity and economic power.