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. Too bad they didn't catch any good screamers. Agency: SuperHeroes in Amsterdam.