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Somewhere between Crank Yankers and Ashton Kutcher, pranking unsuspecting people for the benefit of your brand has become popular. Case in point: LG set out to prove that its IPS monitors have super life-like colors by installing a false floor of monitors in an elevator and recording people's freaked-out reactions when they made the floor appear to fall away underfoot. Of course, it's a big hit on YouTube—the second of the year for LG. Sadism is a peculiar creative strategy, but there's no denying that people love watching other people get scared almost as much as they like watching other people get kicked in the balls.