Get ready for some street-theatre.

You’re going to subject a few unsuspecting people to a wild practical joke in order to highlight a key selling point of your product, then make an entertaining video from the footage that you hope will be shared online.

Prank films are entertaining because they pack action, drama, suspense and laughter in a single event.

They can give a brand an aura of being rather anti-authoritarian and revolutionary.

Not only do they cost less than high-end television commercials, they are also more authentic and down-to-earth.

But staging a successful prank is easier said than done.

You need great timing and emotional intuition.

It’s only a good prank if there are laughs at the end, especially from the people at the receiving end.