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 rents a West Hollywood billboard reading "I'm voting for Stephen" in support of Stephen Colbert's canceled Late Show, for Emmys campaign.