Sometimes, the power of a brand is such that all you need to sell it is to show how strongly people react to it. That's what Krispy Kreme has done in a new campaign by Baldwin&, revolving around a fairly simple idea. The agency put hidden cameras in boxes of Krispy Kreme and sent them into offices, elevators, a yoga class, a kids' ballet studio, a football tailgate party. a train, and more -- just to see how people respond. From raised eyebrows to full scale face-lighting-up smiles and one child's exclamation of "yes!" , it showcases in a very simple way how people tend to react to the brand. And that's all that's needed.