Meanwhile, for Volkswagen, a brand that has been around for 75 years in the United States, Jennifer Clayton, brand growth marketing director, Volkswagen of America, said the company wanted to celebrate that milestone in a special way.

This year will mark the brand’s reimagined VW Microbus, which has shown up in a few sketches over the years on SNL.

“What has been true to the show over the decades is the continuous refinement of storytelling,” Clayton said. “And I think that’s a perfect match for Volkswagen because that’s key to our advertising.”

Live from New York, it’s beneficial partnerships

SNL50 is already off to a hot start, earning 5.3 million viewers for its premiere, according to Nielsen’s Live+Same Day ratings. However, Mark Marshall also noted that the franchise is fortunate to have this year’s crop of brands as partners and strike the right tone for the content.

“They have let go of some of their control because that is when the show is at its best,” Marshall said. “It’s when you allow them to do what they do best, and these brands have been unbelievable working with us.”