Krispy Kreme creates commercials espousing ‘doughnut earth’ theory

In a new global campaign, Krispy Kreme has been inspired by the ‘doughnut earth’ theory, a particularly bogus offshoot of the widely discredited flat earth theory.

The campaign consists of three films set to run in 20 different markets including Korea, Japan, Thailand, the Philippines, Taiwan, India, Malaysia, Bangladesh and Myanmar in the Asia region.

In its press release release, the company said: “While this might sound unbelievable, Krispy Kreme wholly embraces this idea, imagining a joy-filled, doughnut shaped world.

“If doughnut earthers are the new kids on the earth theories block, Krispy Kreme wants to give them a big warm welcome.”

The films were created by the Spain-based Lola MullenLowe. Speaking about the campaign, international chief marketing officer for Krispy Kreme Neil Gledhill said: “We can have some fun imagining what the world might be like if it were, indeed, shaped like a doughnut.

But there’s no debating this: delicious, melt-in-your-mouth Krispy Kreme doughnuts make the world a better place. And celebrating with our fans on a global scale is even more fun.”

Agency: LOLA MullenLowe

Client: Krispy Kreme

Chief marketing officer: Neil Gledhill

Chief creative officer: Chacho Puebla

Executive creative director: Tomás Ostiglia

Creative director: Saulo Rocha, André Toledo

Head of digital: Fred Bosch

Copywriter: Luis Giraldo

Art director: Felipe Antonioli, Camilo Jiménez

Global account director: Tom Elliston

Producer: Felipe Calvino, Diego Baltazar

Production: LANDIA

Director: Martin Rietti

Executive producer: Nico Cabuche

Post production: Exit


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