We won't get fooled again
The Friday Newsletter is ready for whatever today brings.
Hello, and welcome to the worst day of the year on the internet.
Oh, did you forget?
Take a look at the calendar, friends. It’s April 1st. April Fool’s Day. The day where you’re most likely to encounter bad jokes, ill-considered death hoaxes, and—worst of all—brands trying to be funny. You know how some people refer to New Year’s Eve or St. Patrick’s Day as “amateur hour” for bar-going? Today is that, but for humor.
Tread carefully in these digital waters today, my friends.
Now, if you ask me—and you’re reading this newsletter, so legally speaking, you have asked me—the best way to approach April Fool’s Day is to zig when everyone else is zagging. Do something surprising, but real. The best thing a brand has ever done on April 1st was eighteen years ago today, when Google first debuted their then-revolutionary GMail webmail service. It seemed like a hoax—a whole gigabyte of space!—but it wasn’t. That’s a good gag.
In my own life, I’ve done the same.
Growing up, I was a terribly unathletic…