• Parody

    Posted on January 26th, 2007 by and currently 3 commenting.

    *There will be some self-promotion here… but I hope to bring it around to a constructive point by the end of the post… so bear with me.*

    I am a co-founding member of a theatre company here in Greenville called The Distracted Globe. We specialize in classic comedies and comedy about the classics. While we do scripted shows more and more often, our most known local work is improv – you know, like Whose Line is it Anyway? Most of our improv evenings are built around a theme that relates it to the larger season of The Warehouse Theatre, where we perform. For example, we’ve performed “Suddenly Romeo & Juliet” using improv games to re-tell the much beloved, though far-too-depressing tragedy. We’ve also done “Suddenly Tennessee Williams,” using themes, characters and situations from Tennessee Williams’ plays to propel us through the evening.  You get the idea.
    So what does all this have to do with anything?

    Well, last night we were rehearsing (yes, you rehearse for improv… much like you practice for a football game) for this weekend’s offering – “Suddenly Angst-Ridden Modern Drama” – and I started thinking about what it takes to be able to achieve successful parody. You have to know not only the truth of the thing you’re representing, but also what people perceive to be the truth. What are the landmarks that people use to reference that particular genre? What will people recognize when it’s reflected back to them? Because they’re not going to laugh as much if you’re not rooted not only in what is authentic, but in what your audience recognizes as authentic.

    I think parody can be a valuable tool as you examine your brand and your audience. It brings to the front the most obvious characteristics of your brand. And it explores the connections those characteristics can forge.

    Comedy is hard. Really, really hard. Because it’s about simple, essential truth. So try taking a look at your company or your organization or your product through a pair of groucho glasses… and find the nuggets of truth that will have your employees and your audience laughing with you… not at you.

  • http://lgbusinesssolutions.typepad.com/solutions_to_grow_your_bu/ Lewis Green

    Jennifer,

    Wonderful post. When you write, “You have to know not only the truth of the thing you’re representing, but also what people perceive to be the truth,” it is most important to understand people’s perception, because that is the only truth that matters. And if we do it right, our values-driven brand will inspire and influence that perception so there becomes a merger of the two truths.

    As for comedy, it is hard. In fact, it is so hard that businesses who attempt it as part of their marketing strategy most often fail. It is not a tool to be used lightly.

  • http://pointoforder.squarespace.com kamran

    Jen-
    I live for parody, and I especially love the computer ‘Geek Squad’ guys from that big box chain of electronics stores (is it Best Buy?)
    I have never had need (or more accurately, acknowledged the need) for their services, but the whole dynamic of the white short sleeve shirt, thin black tie, bcg glasses, pocket protector, and badges make me laugh every time I see them. The ability to be able to laugh at one’s self is lacking in so many self-important places these days.

  • http://beanstalktalk.com/beanblog/ Captain Flummox

    Yes, shooting for funny can be dangerous, difficult, powerful and irresistible. In other words, completely worth it. Humor is so easy to appreciate, and so hard to do. Lewis might be right that most companies who try for funny fail, but I think the percentages are improving. I’ve seen some very funny spots for Fedex and Nextel, among others, and that flies in the face of my notion that the larger the company, the less entertaining (funny) the commercial.