November 23, 2023 – Like most holidays, Thanksgiving has many associated expectations, rituals, and norms. Traditions in each home may be unique in their own way, but some things are nearly universal – making a turkey, gathering with family & friends, and indulging (usually overindulging!) in really great food.
At the same time, there are also some things that (at least in our home) you just don’t do on Thanksgiving. You don’t get food delivered, wear sweatpants to the table, or skip on helping with clean-up.
Then, of course, there is Thanksgiving Day entertainment, including football, the Macy’s parade, and (ideally) hearing tips from Martha Stewart on creating the perfect meal. All of these things have made Thanksgiving an incredibly fun and reliable holiday that seems to get better each year.
But, this year, the unthinkable happened: Martha Stewart canceled Thanksgiving. After hosting 60 Thanksgiving dinners over the years, Martha decided that she is “turkeyed out.” This uncharacteristic (and, for Martha fans, baffling) sentiment is capturing a lot of media attention. Pretty much every network has a take on it because it’s extremely relatable.
It’s also a classic pattern interruption, which occurs whenever something goes against pre-defined expectations. Martha is considered the “Queen of Thanksgiving,” and the Queen canceling on her big day just doesn’t happen – even if she truly does deserve a break.
What Are Pattern Interruptions?
Pattern interruptions unexpectedly jolt us out of our established thought patterns or behaviors. Because they are so unpredictable, they predictably catch people’s attention. And this fact is why they are a wildly useful tool for creating sales materials, marketing content, and videos that make an impact.
If you’d like a good laugh while you wait for the turkey to finish roasting, check out these other examples of Thanksgiving-themed pattern interruptions:
- Friends – Season 8, Episode 9 – Joey’s Thanksgiving Pants Scene
- Jennie-O Turkey Commercial
- Meijer – Grandma’s Turkey Cheer
Understanding the insights behind common rituals and traditions associated with holidays and other life events is the first step to adding impact to marketing content. Interested in exploring how your brand can connect with audiences through relatable pattern interruptions? We’d love to chat. Cheers and have a Happy Thanksgiving!