Last week, Nathan Fielder unveiled the billboard to promote the new, upcoming season of his show Nathan For You. The billboard had such a striking resemblance to a billboard from NBC’s The Blacklist that any and all that saw it took it as parody.

However, while on last night’s Jimmy Kimmel Live, Fielder stresses in every which way he can that he’s not ripping off The Blacklist billboard.

It’s all just more genius meta level marketing from Nathan, which is probably the best reason for you tuning to the season 3 premiere on Comedy Central this Thursday at 10PM.