"It Could Only Be Krispy Kreme"

7 May 2026

30s

Sensory Overload

Krispy Kreme’s first-ever UK and Ireland campaign has kicked off on a, ahem, high note. The fact that the brand has built such strong recognition without major campaigns until now speaks volumes about the appeal of its doughnuts.

When Dad opens the box, singers begin popping out from the living room decor, harmonising one by one. It’s an unusual, very surreal scene that works. We’re used to a box of Krispy Kreme doughnuts being a feast for the senses...we already know they look and smell amazing. But now Ark’s creatives have added sound to the mix, turning it into a full musical experience. “It could only be Krispy Kremes” is a tune that lingers long after the ad ends.

The whole spot leans into a quirky, joyful tone that brings a smile to the family on screen and will likely inspire a few playful recreations in living rooms at home.

UK

Cakes / Mixes