Prankvertising: Fad or not?

Not sure if Halloween has got anything to do with it, but we have noticed a trend where marketers have been pulling pranks on their consumers. Take the two most recent examples 

(1) The promotion of "Carrie" the movie where petrified customers in a coffee shop in New York witnessed a "telekinesis stunt";

(2) LG's prank on job applicants pushed the envelope even further, making them think they were seeing the end of the world outside a window when they were really seeing a video on an LG TV.

One thing that’s fairly clear about all these stunts: They get attention. LG’s apocalyptic prank was particularly well covered on the Web. It’s at 14 million views and counting on YouTube. 

You have to wonder whether there might be diminishing returns as more and more brands get into prankvertising, though. As with anything else, a brand’s prank will really have to stand out and be original for blogs to take notice the way they did with LG.

What do you think? Fad or not?