Goldstein's "Dead Cat" Metaphor: Understanding Ted Lasso's Unexpected Revival

Luna Greco

4 min read

Post on Apr 24, 2025

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The "Dead Cat" Strategy Explained

Joel Goldstein's "dead cat" strategy, in the context of media and public relations, refers to a tactic where a controversial or unexpected event is injected into a conversation to divert attention from a negative narrative. Essentially, you "throw a dead cat" – something bizarre and attention-grabbing – to shift the focus away from unfavorable press.

• Throwing a "dead cat": This dramatically shifts the focus from the negative, redirecting the public discourse toward the unexpected element.
• Relevance to Ted Lasso: This strategy helps explain the show's surprising resurgence after a perceived decline in popularity, proving remarkably effective in manipulating public perception.
• Examples in other shows: Similar strategies have been employed by other shows facing criticism or declining ratings. For instance, the surprise casting announcement of a beloved actor can create a buzz that eclipses negative reviews.

Ted Lasso's Apparent Decline and the "Dead Cat" Throw

Several factors contributed to the perception of a waning Ted Lasso popularity. The saturation of streaming services, competition from other popular shows, and the looming final season all played a part.

• Critical reviews and social media sentiment: As the show progressed, some critics voiced concerns about pacing or plot lines, and social media discussions reflected a sense of anticipation mixed with potential anxieties about the show's conclusion.
• "Dead cat" moments: The announcement of specific guest stars, behind-the-scenes documentaries showcasing the show's heartwarming production, and strategic social media campaigns emphasizing the show's positive impact all acted as "dead cats," diverting attention from potential negative narratives.
• Timing is crucial: The strategic release of these "dead cat" moments coincided with the increased media attention surrounding the final season, effectively managing the narrative around the show.

The Unexpected Revival: Why the "Dead Cat" Worked

Despite the perceived decline, Ted Lasso's popularity rebounded. Several factors contributed to this unexpected revival:

• Word-of-mouth marketing: Positive fan engagement and enthusiastic word-of-mouth fueled a renewed interest in the show, proving the power of organic promotion.
• Resonance with audiences: The show’s core message of kindness, optimism, and teamwork continued to resonate deeply with viewers, overshadowing any negative critical commentary.
• Strategic media management: Apple TV+, the show's platform, expertly leveraged positive media coverage and strategic social media campaigns to reinforce the positive aspects of Ted Lasso.

The Role of Nostalgia and Fandom

Nostalgia and the dedicated fanbase played a crucial role in the Ted Lasso revival.

• Social media communities: Active fan communities on platforms like Twitter and Reddit fostered engagement and generated continuous conversations about the show, keeping it in the public consciousness.
• Fan theories and discussions: Extensive discussions about plot lines and character developments fuelled speculation and maintained viewer interest.
• Merchandise and fan activities: The availability of merchandise and fan-related activities further strengthened the community and extended the show’s reach beyond the screen.

Lessons from Ted Lasso's Revival for Other Shows

The Ted Lasso revival offers valuable lessons for showrunners and marketers:

• The "dead cat" strategy: Employing unexpected events can be a powerful tool for managing public perception and redirecting negative narratives.
• Leveraging unexpected events: Showrunners should be prepared to adapt and capitalize on unexpected opportunities to maintain audience engagement.
• Understanding audience sentiment: Closely monitoring audience reactions and responding effectively to both positive and negative feedback is essential for long-term success.

Conclusion

Goldstein’s “dead cat” strategy provides a compelling framework for understanding the Ted Lasso revival. The show's perceived decline, the strategic deployment of "dead cat" moments, and the power of positive fan engagement all contributed to its unexpected resurgence. The lessons learned from Ted Lasso's journey highlight the importance of proactive narrative management and the power of connecting with a dedicated fanbase.

Want to understand how to effectively manage your show's narrative and leverage unexpected events? Learn more about the "dead cat" strategy and apply its lessons to your next project. Explore further insights on the Ted Lasso revival and how it redefined expectations.