Fake Stephen Colbert -- that patriotic supporter of the free markets -- would love the "real" Stephen Colbert's devotion to capitalism.
During his debut Tuesday as host of the Late Show on CBS, Colbert gave the audience a tour of his new studio including a Captain America shield, a pendant from his mother and... an "ancient, cursed amulet" that requires him to make "certain regrettable compromises." One of those sacrifices: shilling for brands, starting with Sabra.
"Ladies and gentlemen, the amulet commands me to inform you of the delicious taste of tonight's sponsor, Sabra roasted red pepper hummus," Colbert says with mock (or real?) disgust.
For anyone who may have had doubts: yes, Sabra really did pay the Late Show With Stephen Colbert for this product placement. And the company appeared quite pleased with Colbert's sacrifice to the dark lord of capitalism:
The #Sabra bit was paid. Question answered. #Colbert pic.twitter.com/UZ8e1zim7x— Chris Tye (@TVTye) September 9, 2015
.@colbertlateshow Well done Stephen! Your shameless plug of our hummus is pleasing unto his Reptilian Majesty. #LSSC pic.twitter.com/ngbljSztRG— Sabra (@Sabra) September 9, 2015
The real brand that should be rejoicing, however, is Oreos, which was featured prominently in an unpaid (and arguably therefore much funnier) Colbert segment that connected its cookies to Republican presidential candidate Donald Trump and the debate over building a wall along the border with Mexico.
Then again, after the Sabra bit, it may be hard for Colbert's viewers to figure out which brand promotions are real or fake.
The #Sabra bit was paid. Question answered. #Colbert pic.twitter.com/UZ8e1zim7x— Chris Tye (@TVTye) September 9, 2015