Overview:
At Advertising Week, Jaleel White takes audiences behind the scenes of his hit syndicated game show Flip Side—discussing creativity, connection, and career evolution. Joined by CBS Mornings host Vladimir Duthiers, White reflects on fame, family, and the art of entertaining millions.
Let’s take a walk on the Flip Side.
Premiering in syndication in September 2024, Flip Side—hosted by actor and producer Jaleel White—has become one of television’s most refreshing takes on the survey-style game show format. Known for its humor, heart, and fast-paced fun, Flip Side quickly found a loyal audience. It climbed to the #4 spot among syndicated game shows after a summer of record-breaking ratings growth.
At Advertising Week, White brought that same energy to the stage. Joining him was CBS Mornings anchor Vladimir Duthiers for an engaging conversation. They also held a live, in-room version of the show where audience members could play along.
But beyond the laughs and gameplay, this session revealed something deeper. It shared the story of a performer whose career continues to evolve while staying grounded in authenticity.
From Steve Urkel to the “Flip Side”
White is best known for his beloved role as Steve Urkel in the hit sitcom Family Matters—a cultural touchstone that helped define 1990s television. Despite early fame, White shared how his mother ensured he experienced a normal upbringing by attending public school in Pasadena to stay connected with kids his own age.
“My mom always wanted me to be around everyone—to have a normal life,” White recalled. “That helped me understand people, and that’s what I bring to Flip Side. It’s about real folks having fun.”
His reflections struck a chord with attendees, many of whom grew up watching him on-screen. Now, with Flip Side, White channels that same relatability into an entirely new medium. This new approach blends quick wit, audience participation, and genuine emotion.
A Game Show With Heart
Unlike traditional trivia programs, Flip Side focuses on laughter, connection, and the little quirks that unite us. It’s a game that mirrors life’s unpredictability, offering humor with a human touch.
White explained that the show’s success lies in its accessibility—appealing to families, friends, and casual viewers alike. “People want to laugh together again,” he said. “They want shows that make them feel good—and Flip Side delivers that.”
With its growing popularity, the show entered its second season as a top-five syndicated hit. This success proves that television audiences are hungry for a blend of nostalgia and originality.
Vladimir Duthiers: The Perfect Counterpart
Joining White onstage, journalist Vladimir Duthiers brought his signature curiosity and insight. Known for his work on CBS Mornings, Duthiers has reported from more than a dozen countries. He has earned two Emmy Awards and a Peabody for his international coverage.
Duthiers’ thoughtful moderation kept the conversation balanced. It shifted seamlessly from humor to heart as the two discussed fame, reinvention, and purpose. “It’s rare to see someone take a career so many grew up with and reinvent it with such warmth,” Duthiers noted.
The Live Game: Audience Meets Stage
In true Flip Side fashion, the event ended with a live round. Audience members were invited to play on stage alongside White, testing their instincts, quick thinking, and teamwork. The laughter that filled the room was proof that the show’s appeal translates far beyond television—it’s an experience.
Key Takeaways from “Flip Side” at Advertising Week
- Creating a Universal Game Show – White shared how the team behind Flip Side worked to design a show that resonates across generations and backgrounds.
- Standing Out in a Crowded Genre – Humor, inclusivity, and emotional resonance make Flip Side distinct in a landscape of competitive formats.
- Career Reflections – White discussed the evolution of his craft and why this chapter represents a return to joy and creativity.
- Interactive Entertainment – The live segment showcased how participation turns viewers into part of the story, a major factor in the show’s success.
About the Speakers
Jaleel White is an actor, writer, and producer from Pasadena, California. Rising to fame for his nine-season run on Family Matters, White has since appeared in Hustle (Netflix), The Big Show Show (Netflix), Me, Myself and I (CBS), and The Afterparty (Apple TV+). He’s also voiced Sonic the Hedgehog and hosted two seasons of Total Blackout. White currently lives in Los Angeles with his wife and daughter.
Vladimir Duthiers is a featured host on CBS Mornings, renowned for his global journalism and award-winning coverage. A former CNN producer, he has reported from Africa, Europe, and Asia, earning two Emmys and a Peabody. Duthiers holds degrees from the University of Rhode Island and Columbia University.
The Bottom Line
Jaleel White’s Flip Side is more than a game show—it’s a reminder of what entertainment can be when it’s rooted in connection and joy. At Advertising Week, audiences didn’t just hear about the show—they lived it.
And judging by the cheers in the room, the Flip Side has officially flipped the script on what modern game shows can do.
Editor’s Note:
This article was produced and edited by the Presence News team to capture event highlights from Advertising Week New York 2025.
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