You can’t fool a fooler: the creative champions of this year’s April Fools
April Fools' is a day truly owned by the creative industry, so you’d hope we’d be immune from the foolery. Creative Moment rounds up the various attempts to trick the world.
The most mischievous day of the year is upon us again. I am, as ever, on full alert after my brother-in-law last year pranked me via text message, posing as a man willing to pay top dollar to stay in my Airbnb on the proviso he could have a Shetland pony stay with him.
I’ve vowed, like The Who, never to be fooled again, so obviously the following attempts were like water off a duck’s back.
The ‘De-Boner’
I barely know where to start with this one, as, according to reports, the device actually works. Anyway, the idea is that Curry’s has released (or rather pretended to release) a device that picks chicken off the bone. The name, obviously, has other connotations.
What’s interesting here is that… I actually want one. So maybe they’ve inadvertently struck gold. Does this mean the joke’s on them?
@currys 🚫🦴 Introducing the DE-BONER ©️ A world-first collaboration by Philips, in partnership with Currys & Wingstop—expertly designed for those who want to get every last bit of meat out of their dining experience 👀 Get all the flavour from your chicken wings with none of the fuss. Link in bio to find out more 🔗
♬ original sound - Currys
Krispy Kreme commits sacrilegious act
In other doughnut prank news (not a sentence we write often), Krispy Kreme took to Instagram to troll followers that its beloved, classic glazed edition would be discontinued.
Burger King embrace Lefties
In a throwback to the classic April Fools gags, Burger King has kept it simple this year with a ridiculous yet amusing campaign about a Left-Handed Burger. For me, this is perfectly pitched and reminiscent of the silliness of the classic ‘pasta growing on trees’ gag.
Doughnut Time's VEGEMITE delight
In a collaboration that raised eyebrows and piqued taste buds, Australian doughnut brand Doughnut Time introduced a limited-edition VEGEMITE-inspired doughnut.
Available exclusively at Ampol Foodary outlets on April 1st, this treat combined Doughnut Time’s signature chocolate custard doughnut with a salted VEGEMITE custard filling, topped with rich chocolate icing and vibrant red and yellow sprinkles.
Sounds a bit rank, but I guess that’s the point. Also, what’s with doughnut companies embracing the festivities all of a sudden?
Cadbury's Creme Egg
The famous chocolate brand pretended its iconic Creme Egg would now feature a sachet of the inner sauce.
Again, this one has the plausibility factor dialled in. A success.
Heinz goes nuts
Similarly, Heinz’s faux ‘Pistachio Flavour’ Beans (also teased on Instagram) was well pitched in that it’s just about believable.
Shark-infested creative
Perhaps our favourite April Fool this year, however, is from The Wave and One New World, who posted a mock shark rehabilitation video showing an questionably conceived experiment to put sharks in among their Wave surfing simulator.
Props for the copywriting, which initially seems plausible before you feel progressively duped.
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