April 1 has long been a spectacular annoying day to be alive. Brands turned out to be "funny" about themselves and usually revealed themselves as something else. That was almost bearable in the days when we were talking about bogus advertising in the print media, but online it has taken on a new dimension as companies have actually modified the services we rely on daily to be "funny". This was especially notable in Google's 201
Microsoft does not want to know about it. In one welcome move, Microsoft's Chief Marketing Officer, Chris Capossela, sent a company-wide e-mail (leaked to the Verge) urging employees not to hold public stunts for April Fool's joke. Capossela writes that the stunts, according to the company, "have limited positive effects" and can lead to "unwanted message cycles".
Microsoft has not avoided Gmail-style April fools so far, instead of focusing on jokes like 2015's "MS-DOS for Cell Phones" app – it's clear that Capossela wants to avoid any risk, making the company's image unnecessary to impair.
Now we can only hope that all other brands follow this example and make every effort to give us April 1st like every other day.