✍️ Write excellent copy by breaking expectations

This Krispy Kreme ad works well because it flips the usual script. Instead of telling you how amazing doughnuts are, it goes the other way and lists everything that's "bad" for you. It’s like, "Sure, doughnuts are bad, but so is everything else in life!"

The brand comes across as laid-back, like they’re not trying to be preachy about health. They just want you to enjoy life, and doughnuts are part of that. Simple and memorable.

"Life’s full of 'bad' stuff—might as well enjoy a doughnut while you’re at it."

Here’s another example of this concept of “we’re not this, we’re this:”