Critical Mass PR

The Simpsons (TM) Fox Broadcasting

Ninety countries, 45 languages, an entry in the Oxford English Dictionary (for “D’oh”) and 450 episodes of quality programming spanning 20 years … this is “The Simpsons,” or, these are the Simpsons I should say. As an entity, individual family members and as a diverse cast of characters they’ve helped shape how we express humor in our lives and, I think, have taught us a few simple lessons about communicating along the way.

The Simpsonian Institute of Communications

You don’t have to dive too deep into any Simpsons episode to extract a kernel of wisdom. The program makes fun of American life yet often nails the reality of our existence (with sarcasm and hilarious consequences, of course). There are infinite learnings you can draw from the show. Here are just a few broad thoughts that come to mind.

Be Bold If You’re Going To Break Or Change The Rules

The recent Simpsons 20^th Anniversary Special (which you can view here) notes that in its early days the show could get away with a lot of things others couldn’t on television. The show’s creators attribute most of this to being an animated rather than live-action program, which seemed to allow usually censored occurrences and character lines to fly under the radar.

We may not have cloak of animation as a built-in advantage, yet a lot of appreciation and respect can be gained for being a game-changer provided your intentions are good (and I suppose sometimes even when they’re not, considering a tabloid perspective). Being up front with your actions generally gets your message across most effectively, as this classic McBain clip helps illustrate.

A Cast Of Characters Enriches Your Program

While The Simpsons focuses on the dysfunctional family adventures of Homer, Marge, Bart, Lisa and Maggie, the show’s longevity and ability to reach the masses is powered by its universe of interesting characters. Ned Flanders, Comic Book Guy, Lionel Hutz, Apu, Moe, Selma Bouvier-Terwilliger-Hutz-McClure-Stu-Simpson … there’s someone for everybody to identify with and root for or against. While communicators understand the importance of having a central spokesperson and a consistent message, even a corporation’s leader or a brand’s representative becomes more likeable when they’re interacting with others.

Star Power Isn’t A Necessity, It’s Good Color

The Simpsons have had hundreds of A-List celebrities and people-of-the-moment appear in episodes. While these moments are often interesting and quiet funny, most aren’t essential to the main plot. Even household brands that emphasize celebrity spokespeople should be careful not to put all of their eggs in one basket. Consider Accenture’s quick dissolution with Tiger Woods. One of my favorite Simpsons clips is the all-star music ensemble for Timmy (the boy trapped in the well) which Sting kicks off.

Familiarity And Repetition Works

The Simpsons are among those who have proved that when something works it doesn’t really need much adjusting. Plots have been repeated over the years and the show even makes fun of itself for doing this. Bart, for example, has had a pet elephant on more than one occasion. He and Lisa have foiled the evil plans of Sideshow Bob ten times now, and the annual “Treehouse Of Horror” episodes are among the series’ most popular. Consider the NBC late night programming scuffle with Leno and Conan for example. The scheduling shakeup of just a few months ago seems to have only created more problems.

Memorable Sound Bytes Help Us, Well, Remember

“Eat my shorts. Don’t have a cow, man. D’oh!” Practically anyone passively aware of television programming over the past two decades can instantly identify these phrases with The Simpsons. It works in marketing too: “We try harder. Less filling, tastes great.” And sometimes in life it backfires. “Read my lips, no new taxes.” Regardless, creating memorable sound bytes can catch people’s attention, grow a person’s or brand’s reputation, and potentially solidify their position in history. It sure has worked for Matt Groening, his Simpsons creative team, and the characters themselves.