April Fools Day is used by advertisers across the world but it has become a bit of a tired and predictable formula.
So BMW created a test to see who would risk being the ultimate fool for the ultimate car.
They ran a tiny local press ad on April 1 inviting readers to visit a dealership and ask for Tom to trade their old car from a brand new BMW.
The video of the 2 brave women who risked humiliation to win the car went viral gaining $20m of earned media with 300 million media impressions worldwide.
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