From Toilet Terror to Mustang Mayhem: The Hilarious World of Prankvertising
Picture this: You're in a cozy pub, enjoying a few pints with your friends after a long hard day of work, when nature inevitably calls. You make your way to the bathroom, vision slightly blurred, and swaying from foot to foot. You reach for the soap and start to wash your hands, suddenly – BANG! A bloody head smashes through the mirror in front of you, sending shards of glass flying in all directions.
You're left reeling, losing your balance and trying to process what just happened. Was it a freak accident? Or something more sinister?
As it turns out, it was neither. The Pub Loo Shocker, as it came to be known, was actually a mere prank orchestrated by the UK Department of Transport. It was a part of their campaign to stop drunk driving.
The idea was simple: shock people into realising the catastrophic consequences of driving under the influence.
This is an example of what has been deemed "prankvertising." Loosely defined, it is a marketing strategy employing visual media with the intention of creating a viral video. The goal is to somewhat entertainingly prank consumers, while creating a “clickbaitable” advert in the process.
Now, returning to the Pub Loo Shocker prankvert, obviously there are some moral implications to consider. What if someone with chronic health issues had a heart attack from the scare? What if someone sues? How can they be sure those pranked will create a causal link and be deterred from driving drunk?
It is a very risky game to play. But maybe that is part of the fun?
Prankverts like the Pub Loo Shocker, while funny, do not necessarily need to be as extreme.
Imagine this: You're on a blind date with a stunning blonde. After a brief chat, you hop in the car hoping to find a new spot to continue your rendez-vous, yet she seems a little clueless behind the wheel of her bright red Ford Mustang.
After a few minutes you turn into a fairly empty and spacious parking lot. Things take a drastic turn and she starts driving like a pro. She floors it, spinning the car around tight corners and burning rubber like crazy.
You're holding on for dear life. Does this "dumb blonde" have a death wish?
She grinds the car to a halt giving you a brief moment to catch your breath. The blonde reveals that she's actually a professional stunt driver, and you've just been on a Ford Mustang Speed Date.
This prankvert fits some criteria for a successful advertising video. The car was the centre stage of the spectacle and impressive shots showcased its incredible power. What's more, a conventionally beautiful woman with exceptional stunting skills was associated with the car, which added to its allure. This prankvert cleverly played on gender stereotypes, reached millions of viewers and effectively immortalised the car on YouTube.
A crucial make or break aspect of the prankvert is its unpredictability. A situation may be expertly crafted but the success of the prankvert hinges on whether its target plays along.
In the lead-up to the release of the movie Carrie (2012), a team of experts meticulously booby-trapped a local coffee shop. Unsuspecting customers sat down for cups of joe and had a terrifying surprise. A fellow caffeine sipper (actually a hired actress), levitated and was slammed against the walls possessed by a poltergeist. The hefty amount spent on this stunt begs the question: Did the clickbait-worthy video and the potential promotion to unwitting customers actually boost the film's release?
A prankvert taps into artistic and creative aspects of advertising. It involves crafting engaging, funny scenarios and capturing the attention of YouTube and Twitter users. In today's world where people’s attention spans are ever shorter and snappy clips dominate on platforms like TikTok and Instagram, it's crucial that when the product takes centre stage, little room should be left for interpretation. Prankverts pertain spontaneity and if executed well have the potential to live long after their intended purpose. Maybe the product they sell will become a permanent fixture in a cultural consciousness.
Prankverts offer a refreshing and entertaining approach to advertising breaking through the advertising noise with its surprise plots. By blending humour, creativity, and product placement, they have the power to turn ordinary ads into memorable moments that people will talk about and share for years to come.