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

Surprisingly, this is Jimmy Kimmel’s FYC message of support his late-night peer Stephen Colbert, whose Late Show was unceremoniously canceled by CBS days after he was nominated for an Emmy in the Outstanding Talk Series category.