If you want to play a prank on someone, make sure they like you first
In the aftermath of yet another April Fools Day, Host/Havas ECD Jon Austin looks why sometimes it’s no laughing matter.
When I was a junior creative, April Fools’ briefs were some of the most fun, audacious and exciting opportunities of the year. We would create downright bonkers stuff, and watch on, hoping unsuspecting punters would ‘fall for it’.
The biggest risk was that brands’ pranks would go unnoticed. Now, the biggest risk is that they generate a full-scale boycott.
And you know what? I get it. Not because of any righteous indignation or solemn take on the state of the world around us: quite the opposite – I think it’s more important than ever that we have a laugh. But rather, because there’s nothing more annoying than someone you don’t really like playing a joke on you.
