Edge documents the life of a six-foot tall donut in latest work for Donut King

Edge has released its latest campaign for Donut King, which documents the life of a six-foot tall donut.

The campaign showcases Donut King’s new ‘Xtra Collection’, which features donuts covered in Kit Kat, Smarties and Milky Bars.

In one commercial, the giant donut encounters the love of his life – a Kit Kat – at a humdrum office party. The resulting Kit Kat-covered donut is the product of their affair.

In the other commercial, the giant donut squeezes into a packed office elevator alongside a grumpy box of Smarties.

The 30-second and 15-second ads will appear in cinema, on catch-up TV and Facebook. The commercials were directed by Cameron D’Arcy and produced in partnership with Bright Works.

Matt Batten, executive creative director at Edge, said: “It’s refreshing to be able to cut through the marketing speak and just have fun with a product and brand that doesn’t take itself too seriously. If a smashed up Kit Kat on a glazed donut isn’t a happy mistake, I don’t know what is.”

Edge’s clients include Mitre 10, Dymocks, Jaycar, Gloria Jeans and Freedom, which it won earlier this month.

Executive Creative Director: Matt Batten
Executive Planning Director: Richard Parker
Copywriter: Nicole Conway
Art Director: Tim Batterham
Designer: Dhimanth Rao
Producer: Chelline Nel
Account Director: Saxon Wyatt
Production Company: Brightworks
Director: Cameron D’Arcy
DOP: George Tyler


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