Mad Men’s Don Draper once said that advertising is based on one thing: happiness. However, Jimmy Fallon’s new advertising competition series, On Brand, may suggest another answer: “Munchbox.”

The silly-sounding, accidentally risqué sentiment comes from a contestant pitching Dunkin’ on Fallon’s new The Apprentice-meets-Project Runway hybrid, where contestants come up with campaigns for major brands and advertising collides with comedy—one misguided coffee chain pitch at a time.

“[Dunkin’ execs] looked at me like, ‘What’s this show? Are we going to get good ideas?’” Fallon said.

But that’s the thing about On Brand—sometimes it’s best when it’s off brand.

Mark Seliger for ADWEEK

Fallon compared the Dunkin’ Munchbox pitch to William Hung’s infamous “She Bangs” audition on American Idol, a

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