Rug-pull

Perhaps this necessity to be on guard for the next rug-pull is what makes A Footstep of Air proceed in fatiguing seesaws instead of invigorating changes of pace.

Source: wiktionary

In July 1993, P & G began a television advertising campaign in which its products were compared to those of an unnamed competitor. There is no dispute that the unnamed product in each commercial represented LYSOL Deodorizing Cleaner, an all-purpose product often employed for bathroom cleaning. [...] We thus reject what appears to be L & F's chief grievance: that the "rug-pull" effect conveyed the false message that LYSOL merely appears to clean. By "rug-pull" the parties refer to the surprise at the end of each commercial, when it is revealed that LYSOL has not cleaned as effectively as Spic and Span.

Source: wiktionary

Writing does need a shape, a beginning, middle, end. Highs and lows of action. Climaxes, rug-pulls, black moments, dénouements.

Source: wiktionary

Surely, the editors of Adweek magazine have to be some of the most critical critics of advertising. And now you can follow all the plot twists, rug pulls and comedy routines these highly selective critics selected as the best.

Source: wiktionary