Creativity Magazine

What Marketers Can Learn From Abbott & Costello’s Famous ‘Who’s On First?’ Routine

By Mrstrongest @mrstrongarm

Abbott & Costello’s “Who’s On First?” is one of the funniest comedy routines of all time. It’s also in the Baseball Hall Of Fame in Cooperstown, NY.blank vertical space, 16 pixels high

And no, it didn’t involve owls…blank vertical space, 16 pixels high

What Marketers Can Learn From Abbott & Costello’s Famous ‘Who’s On First?’ Routine

blank vertical space, 16 pixels highIts basic premise– wordplay involving funny names– was
not original
: the idea goes back to turn-of-the-century burlesque sketches.blank vertical space, 16 pixels high

The routine was tweaked and polished by many people, including A&C, but the actual writing credit is unknown.blank vertical space, 16 pixels high

“Who’s On First?” succeeded because it fit the brand: it was the perfect vehicle for Abbott and Costello.blank vertical space, 24 pixels high

All of which offers some marketing lessons:blank vertical space, 16 pixels high

1. You can repackage an old idea, but you have to give it a new spin and make it your own.What Marketers Can Learn From Abbott & Costello’s Famous ‘Who’s On First?’ Routine

2. Collaborating with others helps because it brings in fresh perspectives and new ideas.What Marketers Can Learn From Abbott & Costello’s Famous ‘Who’s On First?’ Routine

3. Content has to fit the brand— which means collaborators have to embrace the brand’s goals.blank vertical space, 24 pixels high


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