Jimmy Kimmel is pioneering a new kind of FYC Emmy campaign—by rooting for the competition. Kimmel has taken out a billboard in Los Angeles to throw his support behind fellow Emmy nominee Stephen Colbert in a very public way.

Jimmy Kimmel is telling everyone that he wants Stephen Colbert's Late Show to win an Emmy this year, even though his own Jimmy Kimmel Live is also nominated for the same award. The comedian has rented a billboard,

Jimmy Kimmel is standing up for Stephen Colbert amid the cancellation of 'The Late Show with Stephen Colbert.' Kimmel appeared on a billboard ad in Los Angeles, encouraging Emmy voters to vote for Colbert.