CBS / The Drew Barrymore Show

BACKGROUND///

The Drew Barrymore Show is pure optimism TV—blending inspiration, information, and entertainment just when the world needed it most. In 2020’s chaos, Drew’s signature warmth and humor offered a welcome daily dose of humanity.

To launch her first-ever talk show, we leaned into her timeless charm with a twist: Drew interviews her 7-year-old self. By seamlessly swapping her in for Johnny Carson in vintage footage from The Tonight Show, the campaign became a heartfelt, clever nod to growth, relatability, and full-circle moments.

Produced in the thick of the pandemic and led by LA agency KNOWN, the promo earned a 2021 Emmy nomination—and gave audiences something rare in 2020: a reason to smile.

The CBS-produced Drew Barrymore Show made its debut with a solid 1.0 household rating and 3 share across 44 metered markets—proving that optimism still plays in daytime. According to Nielsen, it’s now the fastest-growing daytime talk show in first-run syndication—proving that optimism and authenticity still hit home.