Nestlé-owned KitKat has centred Queen’s inspirational anthem ‘I Want To Break Free’ in its latest TV ad, appealing to everyone looking for a break from everyday life.
The ‘Break Better’ campaign, created by KitKat’s agency VML, features a hero film which tells the story of an office worker who walks outside for a break after being worn down with a million different reminders and office equipment and to-dos.
He is only relieved from the office paraphernalia when he opens up a classic four-finger KitKat , allowing all the attention-sapping notes and queries to drop to the floor.
In classic fashion, the spot concludes with the iconic tagline ‘Have a Break, Have a KitKat’.
The film was directed by Smuggler’s Randy Krallman, with media planning and buying carried out by Open Mind.
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The Kit Kat spot will also be supported by a wider out-of-home campaign and social executions of the endline, with creators and influencers also championing KitKat as the best way to take a break.
“A decent break always comes from an ability to fully disconnect. It’s been so much fun to bring this idea to life across such a broad range of channels and in such a playful way. It’s safe to say, the whole team are now enjoying a well-earned, proper – break,” said VML UK executive creative director Tom Drew.
Nestlé KitKat global lead Chris O’Donnell added: “KitKat has been the brand that owns breaks for over 80 years, but we needed to find a way to resonate with the pressures on young people’s lives today.
“We want to not just champion the importance of taking breaks, but to help the world break better for years to come.”
