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  • 3-JUN-2025 | Krispy Kreme’s “Doughnuts are bad for you” Ad

3-JUN-2025 | Krispy Kreme’s “Doughnuts are bad for you” Ad

Author

Dan Bogachek
June 03, 2025

You glance at your watch.

It’s 6:28. You’ve been at it since 3.
Crap. Your hot date is at 7. Running late. Sink shower it is.
Nowhere close to done editing…

“…at least all the ideas are laid out, so there’s that. Did I miss anything? I don’t think so? Ok, but how do I make it flow? I need to get the final draft to Stacey for design asap, team cutoff is at noon Thursday…”

You’ve spent dinner completely distracted. Your date just took off. You go home exhausted, plod to your desk, and flip open the laptop.

Or… what if:

5:41 — you’re out of the shower and lip-syncing.
6:17 — dressed to the nines and zenned out.
7:03 — the sunset glints off your aviators as you smile hello.
8:36 — it actually feels like you’re hitting it off. Not just hot, funny to boot.
Next morning, 9:27 — final draft ready in your inbox.
10:31 — Stacey messages back, “thanks, looks good!”

The difference?

Copygloss handled it. Before you left for the date, actually.

For help with editing, email Dan:
[email protected].

Krispy Kreme’s “Doughnuts are bad for you” Ad

Doughnuts are bad for you.

So are cream cakes, lie-ins and loud rock music. So is sugar. If you take it in your tea, stop immediately. If you take two sugars in your tea, obviously you’re trying to commit suicide and it’s a cry for help. Don’t do it. Your life is precious.

Not drinking enough water is bad for you. You must drink 6½ pints a day, or you’ll get dehydrated and that’s bad for you too. Don’t drink too much though, that can be really bad for you. If you drink over 14 pints at once it makes you feel drunk. So don’t drink too much water and drive. 🏁 

Repetition legitimizes. Repetition legitimizes. Repetition legitimizes.

A great example of how all you need is to find one idea and then run with it.

The idea is right in the hook. And this hook-based repetition creates this sort of running cohesion. A through line from the hook to the body to the final punchline. Everything comes together at the end with a nice bow on top.