Krispy Kreme Hid Cameras in Its Donut Boxes to Film People’s Unscripted Reactions to Them

Wide eyes, screams and more

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. There are a bunch of fun GIFs, too.

"The Effect Is Real" campaign targets adults 18–44, past QSR purchasers and location-based mobile and desktop within 10 miles of Krispy Kreme stores. Additional paid social advertising will run on YouTube, Twitter and Facebook.


Client: Krispy Kreme
Client Creative Leaders: Jackie Woodward, Alison Holder, Martin Davidson, Stephanie Nelson, Kelley O'Brien

Agency: Baldwin&
ECDs: David Baldwin, Bob Ranew
CD/AD/Dir.: Dino Valentini
CD/CW: Lisa Shimotakahara
Editor: Lisa Olshanski
Agency Producer: Liz Stovall
Dir. Account Management: Jerry Bodrie
Account Director: Grace Tarrant
Media Director: David Dykes
Digital Media Strategist: Holly Sigler

Production Co/Post.: &Also, Raleigh
D.P.: Harvey Robinson

Sound: Acoustech, Atlanta
Engineer: Gopal Swamy
Production Coordinator: Olivia Griego Martin

Music (needledrop): Tumbleweed Wanderers