Yahoo News launched a tiny, unscrollable thumb ring; Snapchat cheekily renamed its feed to mock rivals; and T-Mobile's perfume for phones was too committed. This year’s pranks were sharp, honest and hilarious – proving that in the age of digital distraction, brands must be wittier than ever.

Philips Hue ran a fake focus group on smart floor tiles; Nissin’s Cup Noodles sold heatless curlers. The best jokes revealed hidden truths about brand identity and audience desires. These pranks were more effective than the real ads.

The lesson? Brands that can be both funny and truthful will win hearts and minds. This April Fools' Day, agencies should embrace their inner jesters – but make sure they're also looking in the mirror.