What ad land can learn from stand up comedy
Earlier this year Truant London’s Associate Creative Director duo Charlie Lindsay and George Bartlett took a stand up comedy course and, here, impart the lessons they learned (including not telling risqué jokes at a family dinner), and how they can be applied to their day job.
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A view from Charlie
"I don’t know what to identify as anymore". That was the opening line of the stand up comedy set that myself and my creative partner, George, did.
No, my bit wasn’t a Piers Morgan-esque rant about snowflake kids identifying as blueberries. It was about having Scottish and Irish parents but being born in London, then moving to remote Cornwall. Then to even remoter Australia. Then back to London. Then trying to re-identify as British, despite hating the one thing that every British person loves… umbrellas (don’t ask).
Your opening line has to grab attention.
So, nothing about blueberry-identifying children, despite the clickbait headline. But that was the first thing we learnt on our stand-up comedy course; your opening line has to grab attention. Is has to reel people in, without giving the whole game away.
Above: Bill Burr's sets grab you from the first line.
Our eccentric American comedy teacher, Erich, told us a classic example. Comedian Bill Burr walks out on stage and says, “I wanna get a gun.”
And bang! You’re hooked. What does he want the gun for? Who is he using it on? Why does he need a gun anyway?
It’s a great lesson for writing in advertising. Exactly the same principle applies when coming up with a headline.
Another great lesson; unless it is absolutely necessary to what you are saying, lose it.
What’s the most intriguing, compelling or controversial collection of words to capture attention and get the reader hooked?
In our first week, Erich asked us to get on stage and share a story about our lives. I told a five minute story about being teased by Aussies for my silly Pom accent.
Each week he told me to strip out the bits that weren’t completely necessary to tell that joke. In the end it was 30 seconds.
Another great lesson; unless it is absolutely necessary to what you are saying, lose it. Whether that be a TVC, a manifesto or an email.
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Above: Trying stand-up comedy can be both incredibly nerve-wracking, and brilliantly rewarding.
To be honest, I’ve never thought of myself as a comedian. I mean, after a couple of drinks I can regurgitate a joke pretty well, however, I am no Tommy Cooper. But Chris [Jefford], our CEO at Truant, is always telling us to push our personal development.
So, I thought, fuck it! And myself and George signed up.
My reasoning - aside from wanting to do something that scared the life out of me - was that it would be good for our presentation skills.
It was up there with the most enjoyable and rewarding things I’ve ever done.
I figured that if you can stand up and try to be funny in front of 40 people, then pitching to a room of marketeers is a walk in the park, right?
Obviously, I shat myself. The 10 metre walk onto the stage felt like a marathon. But, on stage, I absolutely loved it. It was up there with the most enjoyable and rewarding things I’ve ever done. And who cares if no one laughed... joke, it wasn’t that bad.
And, although I won’t be quitting the day job soon (to the relief of my girlfriend), it is an experience I really couldn’t recommend enough.
So, if you have ever had any desire at all to try it out then stop what you're doing right now and go sign yourself up. You wont regret it.
Okay, one for the road.
Why doesn’t Elton John like baby leaf lettuce?
Because he’s a Rocket Man.
A view from George
"Never bring an enema bulb to a face fuck." That was the closing line to a five minute comedy set about one of the many times I’ve utterly embarrassed myself.
Well, seven minutes, because I overran.
So, either I bumbled my way through it or didn’t count on having to pause for so much laughter and applause. And, since none of you were there, let’s say it was option two.
Jokes aside, my set went down surprisingly well. I don’t think it will go down in history as the greatest comedy show on Earth and, to my knowledge, nobody died of laughter-related asphyxiation on the night (which, although rare, is apparently quite possible). But there were a few minor giggle-induced stitches at the right moments (thank God).
A good [lesson] for brands and advertisers too; know your audience.
So, coming away from the gig, I was on cloud nine. Filled with supreme, utterly unwarranted confidence in my comedic abilities and ready to take on the world. Rather painfully, however, two weeks later I was sent hurtling back down to reality.
Note to self: No matter how many times they ask you, don’t do your stand up comedy set about your embarrassingly inexperienced introduction to the world of BDSM and sex toys to your extended family of aunties and uncles, cousins and elderly grandparents over the Christmas dinner table.
Above: Ryanair knows its customers and how to react authentically, if unorthodoxly.
An awkward lesson. But an important one. And a good one for brands and advertisers too; know your audience.
The same reason why some people will love you, is the very same reason why others might hate you and, the sooner you make your peace with that, the sooner you’ll build an audience who are actually glad you exist.
As long as you’re authentic, and know who you’re talking to, you can get away with pretty much anything.
I’m not saying brands should start talking about their embarrassing sex stories. Or get into politics. Or, worse, wang on about changing the world with a divine ‘purpose’. But having a persona that’s slightly more relatable to some than others could be a good place to start.
I think Ryanair is a brilliant example of a brand that’s absolutely nailed it in this regard.
As long as you’re authentic, and know who you’re talking to, you can get away with pretty much anything.
Unless you’re telling your grandparents about the time you accidentally bought an enema bulb.
On the plus side, I’ll never forget the moment my grandad put his hand on my knee and whispered (with a degree of curiosity), “George, my dear boy, what is a face fuck?”
