"April Fools’, once a day of genuine merriment, is now a once-a-year excuse for brands to pull out all the stops and grovel for your posts and retweets.
Roomba, I’m told, will be demoing a vacuum you can Zumba with. (They rhyme.) Malouf has released a mattress you can grow flowers 0n. (But why?) One HR start-up’s big, hilarious prank involves offering health insurance and benefits to dogs. That publicist includes a winky face to clue me in, which seems sort of insulting to both of us...
To be fair, corporate April Fools’ jokes can (on rare, fleeting occasions) prove both clever and amusing. And the holiday has long been something of a festival for brands. But the all-out corporate takeover of the holiday is a more recent phenomenon, a product of the relatively new and intertwined beliefs that corporations should (a) “act human” and (b) join “the conversation” by whatever available means."
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