NEW YORK —Emmy Award-winning comedian and actor JB Smoove is stepping into the advertising world with the launch of a comedy-focused ad agency, The First Darrin, in partnership with United Entertainment Group (UEG), a leading global entertainment, sports, and lifestyle marketing agency.

Known for his iconic roles on HBO’s Curb Your Enthusiasm, as a writer for Saturday Night Live, and for his unmistakable comedic style, Smoove has started an agency which aims to deliver culturally rich and humor-forward content that connects brands with diverse audiences in fresh and unexpected ways. The First Darrin will operate as a stand-alone creative agency and serve as a content lab for both Smoove’s personal projects and brand partners.

“Comedy is a universal language—and great advertising needs to speak to people,” said Smoove, founder of The First Darrin. “This agency is about delivering ideas that are smart, funny, and rooted in culture. I’ve always loved storytelling, and this is another way to tell stories that make people feel something.”

The First Darrin’s offerings will include creative development, writing, production, talent collaborations, and branded content–built on Smoove’s unique voice and deep understanding of comedy and culture.

“JB is a true creative force,” said Jarrod Moses, founder and CEO of United Entertainment Group. “The First Darrin brings something new and needed to the agency world: culturally intelligent humor and authentic storytelling. We’re thrilled to be building this with him.”

Smoove will be supported by the creative and strategic infrastructure of UEG while leading the vision and direction of The First Darrin. The agency will be based in New York and is already in discussions with several top-tier brands.

Smoove’s alluded to Emmy win came in 2021 as Outstanding Actor in a Short-Form Comedy or Drama Series for his performance as Chief Billy Bills in Mapleworth Murders. He also garnered a SAG Award nomination in 2018 as part of the comedy series ensemble on Curb Your Enthusiasm. And Smoove won a Writers Guild Award in 2007 for his work on Saturday Night Live.

Part of the DJE Holdings Network. UEG creates breakthrough marketing with the people, properties, and platforms that shape culture, and has been recognized with industry awards including Cannes Lions, Clios, The One Show and Tellys. Founded in 2007, UEG is headquartered in New York with offices in Los Angeles, Chicago, Miami, Dallas, London, Hamburg, Sydney, and Tokyo and works with Fortune 500 companies, celebrities, athletes, and leading media properties. UEG’s celebrity count includes Jay Z, Mark Wahlberg, Queen Latifa, Paris Hilton, Kevin Hart, Lady Gaga, Pharrell Williams and Drew Barrymore.