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 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.

Critics, however, have called out the timing of the announcement, which came in the same month that Paramount Global, the parent company of Colbert's network, agreed to pay $16 million to President Donald Trump over an interview with former Vice President Kamala Harris that aired on 60 Minutes in November.