Brands Make Prankvertising Positive

A safer way to take advantage of the popularity of stunt ads

In March, Defy Media’s Prank It Fwd series surprised a waitress named Chelsea by giving her the “Best Shift Ever.” Instead of receiving tips, Chelsea got a bevy of bonuses including a vacation and a car. She wasn’t the only winner: The video has been viewed upward of 8.3 million times, leading the digital media company to renew the series. Season 2 will debut in mid-November with a new spin, essentially morphing each show into a prankvertising stunt with sponsor Barefoot Wine.