We just got sold for $2 Million...

Just kidding. We just procrastinated on our April Fools’ Day prank, which brings us to what we’re covering in Issue #5: Pranks gone RIGHT.

The Ecuadorian Ministry of Transport and Tourism had a data point that worried them - Tourists from Ecuador preferred traveling to other countries for vacation as opposed to sightseeing places within Ecuador. Now, that has got to hurt - as I write this, I immediately thought of the last time my mom taunted me for constantly eating outside when there was healthy food in the kitchen(It was 10 minutes ago).

Now, how do they solve this? It’s simple. They made up a place called ‘Golfito’ in Costa Rica, and even the smallest details weren’t spared - A small airport in Ecuador was changed to Golfito’s Airport, Billboards were put up, merchandise stalls were set up - you get the drill. They pulled a Munna Bhai MBBS.

But why? To get 40 unsuspecting Ecuadorian Tourists on a free trip to ‘Golfito’ and have them explore and enjoy the place. Enjoy, they did. When the ruse was finally revealed, they applauded!

Pranking, especially in advertising, walks a thin line between delight and disdain. The morality of pranks hinges on their execution—crossing into rudeness or manipulation risks alienating the audience. Yet, the allure of prank videos lies in their rawness and the genuine reactions they provoke, blending suspense, humor, and relatability into a captivating package.

Brands prefer pranks for two reasons:
1. When executed well, they end up insinuating the brand’s connections to users in a light-hearted way
2. If and when executed well, they end up costing lesser than a TV commercial.

Why the emphasis on execution? One word - Authenticity. Sometimes, brands might stage these pranks on supposedly unsuspecting(paid) pedestrians(actors) - where the only ones that end up being pranked are the people watching the ads. It’s important to ensure that the pranks being staged are not staged - while still managing to get safe and authentic results. How?

To nail a prank ad, two pillars are crucial: impeccable timing and emotional intelligence.

Timing ensures the prank unfolds when least expected, maximizing impact.

Emotional intelligence, however, ensures the prank resonates positively, avoiding harm or distress. The golden rule? It must end in laughter, especially from those pranked, turning potential disruption into a memorable, shared joy.

This approach not only makes prank ads memorable but also fosters a deeper connection with the audience, showcasing the brand's human side in a budget-friendly manner, without losing authenticity.

The above ad ended up generating 19 Million Impressions with 1480 media placements.

They also ended up pissing off Costa Rica, but that’s a story for another day.