First Stephen Colbert is showing up on your cold-brew coffee; now he is navigating your drive.
In its continuing marketing push for "The Late Show with Stephen Colbert," CBS has struck a deal with navigation app Waze to let users hear Mr. Colbert's voice providing their driving directions. The promotion is slated to run from today through through Sept. 22.
In a YouTube video released on Tuesday, Mr. Colbert "goes for a drive" with the help of the Waze app, "the app you should look at while driving," he says.
Several TV networks have been turning to Waze to promote their shows. Neil Patrick Harris' voice is on the app to promote his new NBC variety show and Terry Crews has done a voice-over for Fox's "Brooklyn Nine-Nine." Other celebrity voices to be offered on Waze since it introduced the gimmick in 2013 have ranged from Kevin Hart to Arnold Schwarzenegger.
CBS is making a major marketing push this week ahead of Mr. Colbert taking the reins at "Late Show" on Sept. 8. Mr. Colbert's face will also appear on limited-edition bottles of Stumptown Coffee Roasters cold brew.