advertising - The Art of the Prank

April 1, 2019December 15, 2023

In Review: April Fools’ Day 2019 Branding, Marketing, and Media Stunts

Before April Fools’ Day 2019 even began, the tech giant Microsoft announced that it would not be indulging in any branded foolishness this year. And that sort of set the tone for the day.

From the rise of the internet and social media through the election of Donald Trump, distinguishing truth from fiction in the online landscape has become less about comedy and more about horror. Even the cutest and cleverest April Fools’ publicity stunts are not as well received as they may have been in the past. The overall online mood is darker, more skittish, and more reflective. Still, there’s still some levity to be found in the chaos and desperation.

A few editorials addressed the cynicism and fatigue around April Fools’ Day from high-level perspectives.

Vox published a history of branded pranks in the internet age.
GQ examined how distrust of the media has sapped some of the fun from April Fools’.

Of the branded pranks that did go down, the most interesting had satirical or meta-comedic elements.

The LA Times took a catty swipe at its cross-country rival and New York’s self-important foodie scene.
The Nectar BumbleBed mocked the eccentric fads of the underregulated “health and wellness” industry.
The language-learning app Duolingo poked fun at its own infamously pushy mascot and UX in a cleverly disturbing way.
USA Today challenged its readers to differentiate real fakes from fake fakes.

Others were just plain, dumb, silly, marginally self-aware fun. Here are the best of the rest:

From the science-and-tech world
From gaming
From reddit
From a British angle
From the desks of Time, The Verge, and The Guardian

And there was even some good news!

Burger King’s meatless Whopper is not a joke!
Pranksters and comedians are not being displaced by AI!
April Fools’ news gags can help fight malicious fake news!

As with any holiday, the best way to spend April Fools’ Day is probably not on the internet, but engaged in revelry and camaraderie IRL, fighting the forces of oppression and no-fun-ness in the company of loved ones and loved ones you haven’t met yet. So naturally the best news of the day was the annual April Fools’ Day Parade – see the highlights [HERE].

December 30, 2018December 15, 2023

Reality: Now Faker Than Ever

In a brilliant and dizzying end-of-year rant, Max Read takes stock of how much of our digital world is constructed from weapons-grade fraud, deception, nonsense, hokum, and miscellaneous bullshit.

“How Much of the Internet is Fake? Turns Out, a Lot of It, Actually”
by Max Read
New York Intelligencer
December 26, 2018

How much of the internet is fake? Studies generally suggest that, year after year, less than 60 percent of web traffic is human; some years, according to some researchers, a healthy majority of it is bot. For a period of time in 2013, the Times reported this year, a full half of YouTube traffic was “bots masquerading as people,” a portion so high that employees feared an inflection point after which YouTube’s systems for detecting fraudulent traffic would begin to regard bot traffic as real and human traffic as fake. They called this hypothetical event “the Inversion.”

In the future, when I look back from the high-tech gamer jail in which President PewDiePie will have imprisoned me, I will remember 2018 as the year the internet passed the Inversion, not in some strict numerical sense, since bots already outnumber humans online more years than not, but in the perceptual sense. The internet has always played host in its dark corners to schools of catfish and embassies of Nigerian princes, but that darkness now pervades its every aspect: Everything that once seemed definitively and unquestionably real now seems slightly fake; everything that once seemed slightly fake now has the power and presence of the real. The “fakeness” of the post-Inversion internet is less a calculable falsehood and more a particular quality of experience — the uncanny sense that what you encounter online is not “real” but is also undeniably not “fake,” and indeed may be both at once, or in succession, as you turn it over in your head. Read more.

December 19, 2018December 15, 2023

Good Things Come In Ridiculous Packages

Not sure you’ll choose the perfect holiday gifts for your loved ones? It hardly matters when you use one of these goofy satirical packages.

“Hilarious Prank Gift Boxes Printed With Items of Questionable Taste That Hide the Real Gift Inside”
by Lori Dorn
Laughing Squid
December 4, 2018

Prank-O, a Minneapolis-based comedy company, has a hilarious line of fake gift boxes known as Prank Packs. These gift boxes are printed with items of questionable taste while hiding the real presents inside. Such absurd items include a Plant Urinal, a “Crib Dribbler”, “My First Fire”, “Bathe and Brew”, “Tech Neck”, “Tweet Printer” and “Sizzl Bacon Scented Dryer Sheets”, just to name a few. Read more.

April 1, 2018December 15, 2023

April Fools’ Day 2018: Stunt Roundup

The smirking array of pranks, stunts, and fake marketing drives has become a predictable April Fool’s Day rite. Our finest brands and capital-C Creative Teams use this opportunity to trot out wacky ideas and to attempt to out-clever each other in a quest for attention.

You can set your sundial by it, but that’s no reason, in itself, to complain. Plenty of brand-based April Fool’s japes are entertaining, and a few pack genuinely subversive elements.

Sunday finds the virtual prank parade already in progress. The clowns have been rolling out all week, in acknowledgement of the holiday schedule, and probably as part of a phenomenon similar to Christmas Creep, in which April Fool’s Day threatens to slowly engulf more and more of the year.

There are few unique challenges against which this year’s festival of cleverness must contend. April Fool’s Day falls on a Sunday, and on the Easter holiday, widely observed in nations where influential marketers and media entities are based. It also falls against a background characterized by extreme distrust and hostility toward advertisers, Silicon Valley tech giants, and a political climate in which the US presidential administration’s most favored PR approach resembles gaslighting. Increasingly, the media treat April Fool’s brand stunts with outward cynicism and exhaustion.

In the wake of the Cambridge Analytica controversy that is grinding away at Facebook, tech brands face a tough room this year. Google, in particular, has always embraced cheeky self-awareness in its pranks, a winking sense of, “everyone seems to think we’re going to control the world someday – and wouldn’t it be kind of neat if we did?” This year’s battery of GOOG yuks, including a “bad joke detector” and an API for different varieties of hummus, acknowledges the inherent absurdity of Google’s algorithmic, data-driven approach to world domination. Google’s work is state-of-the-art in terms of creative skill, but it feels at least few weeks behind the times.

In the Scott Dikkers taxonomy of jokes, irony and parody are hard to make stick in 2018. Gentle absurdity, wordplay, and “madcap” humor may be an easier plan.

Coinciding with Easter Sunday may make it harder to nab eyeballs, but some brands are using it to their advantage. The Chocolate Whopper is one of many gags that draws ridiculous associations with holiday sweets. Following up the success of the emoji car horn, one of the most charming 2017 stunts, Honda returns with another winning exercise in pure silliness. One tech company simply gave a crapload of money to people who need it, which may be the most heartwarming and unorthodox 4/1 tactic on record.

In the non-commercial realm, artists and social critics are addressing the elephant in the room, head on. From anonymous Craigslist pranksters to our own head honcho Joey Skaggs and his annual April Fool’s Day parade, there’s plenty of puckish and ambitious parody directed at Trump and his inherently ridiculous milieu.

Arguably, the best thing that can come from the widespread crisis in confidence that is 2018 is a greater premium on critical thinking and the importance of placing our relentless and exhausting news cycle in its broader context.

As usual, Atlas Obscura does rigorous yet unpretentious work putting curiosities and absurdities against the backdrop of history, in an entertaining and approachable fashion. All week, it has showcased examples of old-school irreverence, from bird dung to a theoretical cactus, as a reminder that high-profile pranks have always been with us, and their spirit is always worth preserving and celebrating. (Thanks to Dr. Bob O’Keefe for the tip on this one.)

December 12, 2017December 15, 2023

Tracing the Roots of Wishful Thinking

As the year-end recaps gather on the horizon, many will attempt to make sense of Donald Trump’s ascent to the Presidency. Kurt Andersen’s book Fantasyland: How America Went Haywire provides a fascinating road-map.

The Atlantic posted a long excerpt. This is from Delancey Place about the roots of our inbred susceptibility to advertising.

“Are Americans More Willing to Believe in Advertising?”
Delancey Place
December 4, 2017

From the earliest days, and continuing for decades and even centuries, promoters of the New World enticed colonizers with the promise of riches, causing the historian Daniel Boorstin to suggest that ‘American civilization [has] been shaped by the fact that there was a kind of natural selection here of those people who were willing to believe in advertising’:

“Although [Sir Walter] Raleigh never visited North America himself, he believed that in addition to its gold deposits, his realm might somehow be the biblical Garden of Eden. … A large fraction of the first settlers dispatched by Raleigh became sick and died. He dispatched a second expedition of gold-hunters. It also failed, and all those colonists died. But Sir Walter continued believing the dream of gold.

“In 1606 the new English king, James, despite Raleigh’s colonization disasters, gave a franchise to two new private enterprises, the Virginia Company of London and the Virginia Company of Plymouth, to start colonies. The southern one, under the auspices of London, they named Jamestown after the monarch. Their royal charter was clear about the main mission: ‘to dig, mine, and search for all Manner of Mines of Gold … And to HAVE and enjoy the Gold.’ As Tocqueville wrote in his history two centuries later, ‘It was … gold-seekers who were sent to Virginia. No noble thought or conception above gain presided over the foundation of the new settlements.’ Two-thirds of those first hundred gold-seekers promptly died. But the captain of the expedition returned to England claiming to have found ‘gold showing mountains.’ … In fact, Jamestown ore they dug and refined and shipped to England turned out to be iron pyrite, fool’s gold….” Read more.