For its first ever April Fools in 2018, BritBox wanted to generate organic buzz and distinguish itself from other SVODs. Knowing that many American subs watch BritBox with English subtitles, I wondered how they’d feel if we saved them the hassle.

It made the year’s best April Fools roundup articles, and according to the publicity agency that commissioned it, got over 17m impressions. I for one believe them.