Dear New Friend (unless I already know you),
There’s even more joy to ‘Schitt’s Creek’ that can be shared… with your target audience and joyful marketing messaging.
Best wishes and warmest regards,
Ant
Let’s start with the premise
The wealthy Rose family loses everything overnight, going from private jets and penthouses to living in a motel in a town they once bought the legal deed to as a joke.
And who could blame them?
It’s the ultimate riches-to-rags story…
Boo-hoo, right?
Saying that, sympathy is a big thing because the Roses on paper are as likable as the Roys from Succession.
Despite the Rose Family’s personality flaws, their situation never feels bleak.
Well, not bleak for us to watch as an audience, because while trying to find a way to get back on their feet, the Roses grow to love the ‘Quirky Creekers’ and their new home.
The Joy. Is. Happening. People.
It’s not fake positivity or forced optimism, but genuine, human warmth.
That’s what makes it so, so powerful…
We grow to love them. (Surprisingly like the Roys, but these families seem to be exceptions to the likability rule.)
And we quickly learn the Roses are estranged until they’re forced to live together with adjoining rooms, where they have to start opening their physical and emotional communicating doors with each other.
(Boom, analogy nailed.)
Then, there’s David. Or, “Ew” David.
His journey has one of the most emotional arcs in the series, in my opinion.
I have cried many a joyful tear because of David in the series and from watching the Best Wishes, Warmest Regards: A Schitt’s Creek Farewell special…
David goes from guarded and anxious to open and understood. The latter stemming from that perfect line that made a massive impact on fans of the show:
“I like the wine and not the label.”
As well as David’s friendship with Stevie, his relationship with Patrick steals the show.
(Sorry, Stevie. You’re still plaid-ing awesome.)
‘Davtrick’ (that’s how I shall refer to them as) is handled with complete care and zero prejudice.
There’s no ‘big issue episode’ or trauma-forward narrative.
Just love.
And one of the most refreshing things about Schitt’s Creek, as well as the label-free definition, is…
There’s no homophobia!
The choice to omit any negativity creates something very rare:
A safe, joyful world people want to spend time in/ watch.
Then, there’s Johnny and Stevie…
Over the seasons, this blossoms into more than a business partnership.
It’s supportive, encouraging, and emotional, mimicking a sweet Father-Daughter-esque relationship.
There’s a respect as Stevie continues to find entrepreneurial inspo from Johnny’s Fast Forward to Success book…
And in life.
Alexis’s transformation is significant, too…
She transitions from self-absorbed and chaotic to thoughtful, independent, and emotionally aware of others through her relationships with the Schitt’s Creekians: Ted, Mutt, and Twyla.
While Alexis doesn’t lose who she is (or gain wrist bones), she thrives through trial and error.
And Moira?
The Rose matriarch maintains a role à la Blanche DuBois, relying on the kindness (and mercy) of strangers (mainly the ‘Jazzagals’), who are accepting of Moira’s diva-ish-ness.
She is also very maternal toward Stevie (like Johnny is) and strives to soften the bluntness of Ronnie. (Good luck!)
See? The focus is joy and joyful messaging
Through:
- Connection
- Growth
- Community
- Real human moments
And it’s joy that is the the lasting, memorable impression.
Here comes the marketing segue…
How can brands be joyful in their messaging and marketing strategy?
It’s simple:
By celebrating customers, not just the product.
And don’t just show the ‘before and after’ effect of using your product.
Show the ‘middle,’ too. AKA the journey.
Like David’s and Alexis’s character arcs.
Remember, the Roses don’t transform overnight. Neither do your users.
It’s human and genuine to show:
- The “first awkward use”
- The “halfway point” of product use
- The “We’ve got this now” moment
This builds trust because it says:
“You don’t need to be an instant expert.”
(Which can lower a big buying barrier.)
And the journey is what makes the outcome meaningful.
Like Schitt’s Creek, you can craft ads and video content that show users:
- Integrating your product into their daily routine
- Trialling your service
- Gaining confidence/ reaping the benefits of your product over time
Are you spreading the joy by building communities or just running campaigns?
Like in Schitt’s Creek, the town and the locals matter.
With this is mind, why wouldn’t you want customers to associate your brand with a feeling of belonging? Not just a company to arbitrarily buy from.
This could be…
Establishing connections between your customers and prospects:
- Hosting informal webinars that feel like ‘fireside chats’
- Spotlighting educators who are sharing ideas and encouraging them with social media shout-outs
- Creating in-person or virtual spaces where your target audience can also meet and interact without you leading or forcing the moment
Plus, you can take the joy and further while positioning your brand as a thought leader in your sector by publishing lead magnets/ guides.
Pack these packs with the valuable insights you gain from your customers during your community events/ groups with the purpose of benefitting others and by putting these into actionable context… or roadmaps.
And don’t forget to dedicate them to your ‘Brand Champions’ as a well-earned shout-out… which also builds your glowing social proof.
Then, as Schitt’s Creek does perfectly and refreshingly:
Remove unnecessary negativity or expected conflict.
In marketing, that could be…
- Fewer scare tactics (Avoid “You’re failing if you don’t use this”)
- Less pressure-driven messaging
- Clearer, calmer communication
Seek engagement through reassuring messaging, not urgency through stress.
‘Schitt’s Creek’ creates a world where…
- People support each other
- Growth is possible
- Differences are accepted
- Ideal outcomes happen (eventually)
That’s why people watch it, recommend it, and rewatch it…
Like I did.
Your brand can do the same thing, but…
What will your joyful brand world feel like to your audience?
In a marketing world full of noise, pressure, and complexity, joy is a great key differentiator.
Thassit!
Now, like, share, comment… and (re)watch Schitt’s Creek.
Pleaseandthankyou!
And raise a glass to the memory of the Great Catherine O’Hara and the meaningful journeys she’s taken us on.
Fourth Wall Breach 
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