The producers of CBS’ “Late Late Show” have quietly figured out how to take one of the program’s signature segments out for a drive on Madison Avenue.
Many famous musicians and singers find their way to “Carpool Karaoke,” the segment in which host James Corden takes a pop star for a spin while singing along to tunes. Advertisers haven’t been as plentiful.
Volkswagen AG’s Porsche helped create a new twist in an installment of the popular segment in last night’s broadcast. The show included a “Carpool Karaoke” vignette with Maroon 5’s Adam Levine. During the segment, Corden and the singer drove around Los Angeles in the new 2018 Cayenne Turbo while singing Maroon 5 biggest hits, such as“Moves Like Jagger,” “Cold” and “Sugar.” The show’s Twitter feed promoted the car’s in-program appearance.
Under the aegis of host Corden and executive producers Ben Winston and Rob Crabbe, “Late Late Show” has devised some of late-night’s most creative advertising partnerships. The program features an on-set bar stocked with drinks from Heineken (in the past, the potables came from Anheuser-Busch). “Carpool Karaoke,” however, has remained largely sacrosanct.
The only other advertisers to weave themselves into the segment were Coca-Cola and McDonald’s. In 2016, as part of an advertising agreement, Corden and guest Selena Gomez drove to a McDonald’s and sipped Coke products.