What Marketers Can Learn From Abbott & Costello’s Famous ‘Who’s On First?’ Routine
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.
And no, it didn’t involve owls…
Its basic premise– wordplay involving funny names– was
not original: the idea goes back to turn-of-the-century burlesque sketches.
The routine was tweaked and polished by many people, including A&C, but the actual writing credit is unknown.
“Who’s On First?” succeeded because it fit the brand: it was the perfect vehicle for Abbott and Costello.
All of which offers some marketing lessons:
1. You can repackage an old idea, but you have to give it a new spin and make it your own.
2. Collaborating with others helps because it brings in fresh perspectives and new ideas.
3. Content has to fit the brand— which means collaborators have to embrace the brand’s goals.
Here’s a summary in a single graphic. Click on it to bring up a larger version.
And if all this makes you want to see the routine, here’s what’s generally considered the best filmed version:
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About Mark: I’m an illustrator specializing in humor, branding, social media, and content marketing. My images are different, like your brand needs to be.
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Mark Armstrong Illustration Specializing In Content Marketing Advertising Editorial Infographics Animation Videos and Social Media 
Great illustrations! Love them. This is indeed a darn good work.
Ofglassandbooks
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Your kind and delightful comment has warmed my heart on a frosty morning!!– many thanks for stopping by!! 👍😊
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I agree that all collaborators must embrace the brand to come up with a good brand and marketing content.
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Well said, Jean: no team can be effective unless everyone pulls together. Thanks for pedaling by and throwing that comment on my lawn!! 🚴⛳️😊
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Mark my words – this is an excellent post and I loved watching the old video!
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Thanks, Margy! That video, that routine, just reduces me to tears. It’s so complex, it’s so fast, and it’s so smooth. The timing has to be perfect, and it is perfect. You’d swear it was all spontaneous… how on earth did they do it?? OK, I guess they practiced it a few times… 😊 Glad you enjoyed it, thanks for stopping by!!
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I hope lots of people see this bec it’s a gem – it sparkles with smarts. Reading these posts is like attending the best (and most enjoyable!) grad school marketing/promotion/advertising classes! Thank you sharing them with us!
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I don’t know Who’s On First, but I do know a kind and wonderfully supportive comment when I see one!! Thanks a million, RK– and I’m gonna buy you all the peanuts and popcorn and Crackerjacks you can eat next time I see you at the ballpark!! ⚾️😋
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