Today’s video should hit pretty close to home for anyone who’s ever gone to college. While a college degree has long been held as the key to financial and personal success, they’ve been getting more expensive as time goes on, to the point where your great-great-great grandchildren will have to tell their grandchildren that they’ll have to work to pay off your debt. Okay, maybe not, but there’s no denying that college can be a major source of sticker shock. Making matters worse is how many of these universities and colleges produce fancy commercials to make it seem like attending their hallowed halls was a guaranteed path to success, instead of a one-way ticket to catastrophic debt and no guarantees of a job that can even pay the bills.
But what if these for-profit colleges were unashamedly honest about themselves? That’s where the hilarious (or heartbreaking) Honest University Commercial comes in, with three great lessons for writers:
Consider having a shady organization cheerfully promote their vices
We expect commercials – already little more than capitalist propaganda – to be as clean, friendly, and idealized as possible, their producers doing everything they can to convince you to buy their product or service. We, as readers and viewers, expect fictional companies to do the same.
But what if they didn’t?
In our own writing, and if the situation fits (i.e. you’re doing a comedy), try having an evil or shady organization doing a commercial to promote themselves, and not bothering to hide how shady and evil they are, even relishing in pointing out how greedy or corrupt their institution is. That’s what ‘Honest University Commercial’ does so well. We’re used to seeing ‘good’ institutions doing so, or even having evil companies putting on a good face, but when they don’t bother, it’s more memorable, and will stick with our audience. For another great example, look no further than one of the all-time classics, ‘Big Bill Hell’s’ (warning: Video is NOT safe for work).
Consider having people be relentlessly cheerful about their problems
What happens when things aren’t going your way? You get upset. You get angry. You complain. It’s only natural, and no one would begrudge you for needing to vent. But if you were cheerful and upbeat about how life is awful, you’re going to get a lot of baffled looks. You’re not supposed to be happy about getting into crushing debt for the rest of your life, about losing your loved ones, or having an unsustainable lifestyle (unless you’re a spiritual masochist, but we won’t go into that), which makes such a reaction stand out.
For writers (especially comedy writers), having characters be relentlessly cheerful about their problems can be a comedy goldmine because audiences don’t expect them to be that happy. After the initial humor wears off, they’ll want to learn if the unfortunate soul is delusional, crazy, a masochist, or someone who’s about to snap and go on a blood-drenched rampage. Consider poor Stanley Johnson:
Someone who’s happy when anyone else would be miserable makes audiences suspicious because there’s so many things that could be going on behind that stepford smile, giving writers plenty of material to work with. (personally, I think it’s only a matter of time before poor Mr. Johnson straps some chainsaws to that lawnmower, dons a hockey mask, and sets out to take his revenge on capitalism.)
Consider using humor to make a point about absurdities in everyday life
Humor is great for more than just a quick laugh: the very best humor makes us reflect on life and it’s more absurd situations. ‘Honest University Commercial’ is merciless in pointing out how our higher-learning institutions are more focused on making money and how expensive it is to get a degree than they are about giving their students practical skills and not wasting time on subjects they have no interest in or will ever use (damn you, physical anthropology!). It’s funny, but also thought-provoking and sad at the same time.
There’s no shame in going for humor that’s meant only to make our audiences laugh and feel good for a few moments, but making them laugh while thinking and realizing a deeper meaning will leave a longer, more lasting impact.
When doing a comedy, consider having an evil or shady organization promote themselves and not caring about broadcasting that they’re evil or shady (or both). For people who are affected by that organization (or the harsh realities of life in general), consider having them be relentlessly cheerful about their problems and difficulties, while using the absurdity of it all to point out how absurd real life can be.