• by Joe Mandese  @mp_joemandese, Yesterday

CANNES, France -- When NBC unveiled that “On Brand with Jimmy Fallon” – a new, unscripted reality TV show about a fake ad agency creating real campaigns – would be on this fall’s new prime-time schedule, it seemed like a new, jump-the-shark moment in which real life would be imitating art, or perhaps the other way around. But during a blatant pitch on the main stage in the Palais here this morning, Fallon and the show’s co-host/reality TV CMO Bozoma Saint John pitched the agencies and brands in attendance in real-life – and in real-time – to come on board.

“We’re saying we’re a ‘fake agency,’ but we couldn’t be able to do this show without the real agencies, so shout out to everyone here,” Fallon gushed, making a not-so-veiled pitch to sponsor and/or integrate into the show’s reality TV concept of advertising’s big ideas.

The show’s “cast members” will vie for cash prizes, but more importantly, the opportunity to see their big ideas come to life for all the world to see – on out-of-home media billboards, as well as in a TV spot, all in real-time.

While Fallon’s production team still is whiteboarding some of the ideas to see what sticks on the wall, he did reveal what he claimed is a product integration first for the advertising and network TV industries: an episode featuring a new menu offering launched in real-time for the Sonic fast-food chain.

“There’s going to be a new drink at Sonic after the show airs, which has never been done on television,” Fallon confided, adding, “so it’s real-life, real people, real consequences, but real-time.”

He said the new product offering will be unveiled on Sonic’s menu virtually in real-time while it is being shown on TV.

“I can’t wait for the Sonic episode, because we unlocked something that they have on their menu, and they’re like, 'Oh, we just never utilized it'," Fallon disclosed.