Many folks try their hand at being pranksters on April Fools’ Day. But successfully pulling off comedic hijinks isn’t as easy as it seems.

Of course, on the first day of April, it’s not just individuals trying to fool friends, families, and coworkers. Brands try their hand at it, too, and like most people, they make themselves the fool by thinking they can bring the funny.

I don’t blame brands for failing on April Fools’ Day pranks. Bosses who sign off on any potential prank are usually unfunny and risk-averse—they don’t want to tarnish the brands they steward senselessly. Comedy, especially prank comedy, is a unique skill set not practiced by these professionals year-round.