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A Krispy Kreme box has quite the Pavlovian effect on the donut-crazed populace.
This is demonstrated in novel fashion by North Carolina agency Baldwin& in its latest effort for the brand, in which it put hidden cameras inside a bunch of Krispy Kreme boxes and carted them around—to offices, elevators, a yoga class, a kids' ballet studio, a football tailgate party and more.
The reactions, compiled into 30- and 60-second videos, are uniformly positive, to say the least, and range from wide eyes to arched eyebrows to one kid's ebullient "Yesss!"—which happens to be the only dialogue in the spot.
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