Nestle Kit Kat: Break

Have a break. Have a KitKat.

Advertising Agency: JWT, London, UK
Creative Directors: Nick Bell, Russell Ramsey, Howard Wilmott
Art Director: Mark Norcutt
Copywriter: Laurence Quinn
Photographer: Mike Russell
Account: John Mitchell, Nick Jackson

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50 comments

Jet Propulsion Lab's picture
Jet Propulsion Lab
10683 pencils

Finally, an ad that shows the product. And nothing else. Not even a headline. Yet, says what it's been saying for decades...
Clever, boys. Very clever.

I wonder if it would still work without the tag and logo. They've got the logo on each bar, don't they?

Crisp One's picture
Crisp One
2007 pencils

Agreed!

Abra Cadabra's picture
Abra Cadabra
102 pencils

I think the "have a break" headline is needed to reinforce the pause button idea.

It's pretty clever, gotta admit.

sold's picture
sold
3219 pencils

oh yeah, Jet!

Zlyuk's picture
Zlyuk
113 pencils

I think it's top of minde for Kit Kate :)
But very good!

Shanty Mathew's picture
Shanty Mathew
130 pencils

T.H.E most I-Wish-I'd-Done-It ad of the season.

"Advertising sucks... ever so gently."

"A good advertisement is one which sells the product without drawing attention to itself." - David Ogilvy

Guest's picture
Guest

check out the JWT Spanish version and you wont feel so bad!

bknowlden's picture
bknowlden
3647 pencils

It seems familiar...

klaussnow's picture
klaussnow
1677 pencils

can't remember who did it but it was inrelation to the 9/11 twin towers and putting a "pause" on terrorism and stuff.

... its already been done...

kaceres's picture
kaceres
235 pencils

done.....

@Hazan_Ko

mmackinven's picture
mmackinven
1596 pencils

Completely different idea...

Jet Propulsion Lab's picture
Jet Propulsion Lab
10683 pencils

I don't even know why he put that link up.
People really need to THINK before they start comparing ads...

Tincho's picture
Tincho
1093 pencils

The idea behind is totally different, but the visual is very close. It looks like they "got inpired" from the Nivea Ad.

BozzaNova's picture
BozzaNova
49 pencils

this ad was long time ago, wasn't it?

well, nick bell were no longer working at jwt since jan last year (2007)
he even got hired at ddb recently.

EGGO's picture
EGGO
352 pencils

I swear I saw it that long ago too.

You have to hate advertising in order to truly love it.

creativekiller's picture
creativekiller
5 pencils

very nice and simple.

Fridgerator's picture
Fridgerator
458 pencils

I posted the exact same execution back along time ago in the exhibition page. Reviews were bad. Hahah

----------------------------------------------
The concept is only as good as the execution.

Blue Koala's picture
Blue Koala
199 pencils

it's simple or too simple. i'm not sure.
----------------
Just an opinion.

----------------
Just an opinion.

gmint7's picture
gmint7
2685 pencils

:::J:::
its nice, but since when kit kat become an economist "smart" image..?

i love it as an ad regardless : )

:::J:::

wildbore's picture
wildbore
749 pencils

good. wil b better wtout that line!

crazydave's picture
crazydave
114 pencils

nice ad, cept it's been done for kitkat years ago. exact copy. not sure if it was singapore, but won awards.

Kateter's picture
Kateter
2020 pencils

yeah, clear idea.

but utterly boring as well...

Shock's picture
Shock
14 pencils

nnaaaeeesss!

makes me smile!

mrtalented's picture
mrtalented
2175 pencils

nice

zmekyus's picture
zmekyus
120 pencils

sorry guys, as much as i like this idea, i have to say this execution has been done x times on all sorts of products...but yes its the right way to go when making an ad id say...good job

funky_frogii's picture
funky_frogii
2538 pencils

cooooooooooooooooooool......

Infected by a virus called CREATIVE | "And ya I Love Everything"
http://addot.blogspot.com | http://creativecreepers.blogspot.com

Chris's picture
Chris
1987 pencils

brilliantly simple, amazing it's original too.

Gilbert Berkam's picture
Gilbert Berkam
71 pencils

Very nice idea!

chinaski's picture
chinaski
949 pencils

pause is so done. same goes for these kind of analogies. i like seeing fresh things and ways of seeing.
for me, this is just another execution.

Disco Munky's picture
Disco Munky
3900 pencils

It's nice, but like has been stated above, this idea may have been done before.

It's still a good use of the visual and ties in perfectly with the product and makes the audience feel smarter for getting the visual "gag".

As much as I hate to say it, the general public are a bunch of fools, but hey, I'm one of them when I'm not at work eh?

Peace

"Make a name, or be defamed"

Doin' it for the points

whicked's picture
whicked
6 pencils

Now who did this ad first? Nivea or kit kat? TBWA did a similar one with Nivea

republique's picture
republique
82 pencils

done for kit kat nearly 8 years ago. its in the NYF annual. This execution is nicer though

doworkson's picture
doworkson
242 pencils

this is cool, but twix has been doing the pause sign thing in their tv spots and im pretty sure print for the past year or so already.

sodomy's picture
sodomy
262 pencils

twix
I think I saw it too.

adamrich's picture
adamrich
48 pencils

the best "wish i thought of that" ad so far this year, well done guys. as for all the "seen it before" comments, joe public doesnt study awards annuals, not many people do, it's a winner!

Jet Propulsion Lab's picture
Jet Propulsion Lab
10683 pencils

Okay, I'm starting to nitpick here (because I like the ad), but here's a little art direction thought. (After all, I used to be one.) I think it would've been nice to leave just a tiny little bit of specks of the KitKat bar in the visual. Juuuuust a small bits and pieces, you know?
These bars have just been broken off into two and it just so happened that they "formed" the pause sign, almost like an accident. As opposed to neatly slicing the bars apart with an X-Acto knife and placing them side-by-side just as an anal tabletop photographer would...

That might add a little something to the ad. Nothing contrived, but a little human touch. Because as it stands right now, it feels too.... what's the word here..... sterile?

sodomy's picture
sodomy
262 pencils

OK!
This idea has been using for long time.
It's a good idea, but last time I saw was the Nevia pause.
So, if you never saw this idea before, don't worry, because you might be a rookie.
So again, you can search in this website. I'm sure you will see one.
For me, if the copy [paste] ad is a good idea, you can try to do like this and pround.
Thank ^^

BU BU

booble's picture
booble
89 pencils

done

Dudley's picture
Dudley
77 pencils

come on people this has been done at least 3 times for kit kat already plus, oil of olay. Please lay off the old pause, play, and rewind button.

Dudley's picture
Dudley
77 pencils
Kateter's picture
Kateter
2020 pencils

hehehe... now we have to ask ourselves: if it's been done before by the same network - is it rip-off or update?

;-)

Dudley's picture
Dudley
77 pencils
gmint7's picture
gmint7
2685 pencils

:::J:::

urgh. this sucks then

give 1/9 globe for it

:::J:::

Rahat's picture
Rahat
10 pencils

Classic...I love it.

taygun79's picture
taygun79
10 pencils

We did the same thing in Lowe İstanbul, 3 years before, as an 'İstanbul Metro' poster.

Simple and smart idea!

Guest's picture
Guest

This has already been done by JWT Spain!

This is a better version as it has been simplified.The Spanish version had a pause symbol situated between a fast forward and rewind symbol.Still nice though.

Guest's picture
Guest

Bit basic ain't it?

Osama Nofal's picture
Osama Nofal
196 pencils

wow... nice & easy... great job

...
http://www.brandingblog.com/

Regards,
Osama Nofal

Siddarth Basavaraj's picture
Siddarth Basavaraj
1673 pencils

awesome.. can't help myself from liking it

Love creating ads..

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