Can A Sitcom Help Your Marketing Message?

I recently found myself tasked with having to create a script. This latest instance was for a 30 second TV spot. So for this project the marketing message needed to be crisp and succinct and the client also wanted to convey a bit of humor and subtle sarcasm.

Writing humor and wit is hard. If it’s too flat, it’s simply not funny and lands with a loud thump. If it’s too heavy handed, it comes off as just that, forced and contrived.

When you think of really smart, comedic writing, what comes to mind?

For me, Seinfeld certainly makes that list. But why? What made Seinfeld such a successful sitcom, that it still captivates audiences today? Here are some points to consider:

Something New: Seinfeld was extremely intelligently written and was a completely new form of humor that was never seen on television before. It wasn’t the typical slapstick comedy that was already so overused in sitcoms, but rather it was a form of comedy that focused on wit, banter and self loathing in the most narcissistic way possible.

Unpredictability: Audiences never knew exactly what they were going to get from Seinfeld until the storyline was completely unfolded. But the plot was not the only erratic aspect of the show. The characters themselves were unpredictable.

Amoral: Jerry, Kramer, Elaine and George weren’t quirky like typical sitcom characters but instead these characters were flawed. So flawed to the point that it was both awkward and fascinating to watch them, as an audience they made us squirm and feel uncomfortable. The writing embraced the imperfections and often times the plot itself was even driven by them. Their faults even made them unlikeable at times, which in an odd way made the viewers feel that the characters were more relatable and just real. Maybe part of the reason we still find ourselves quoting the show more than 20 years after the final episode.

Some Facts: In total, Seinfeld aired for nine seasons, won 10 Emmys and 3 Golden Globes. Even the Writers Guild of America voted it the 2nd best written TV series of all time.

In case you’re wondering, The Sopranos was #1.