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


Jet Propulsion Lab's picture
Jet Propulsion Lab
10681 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


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
3277 pencils

oh yeah, Jet!

Zlyuk's picture
121 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

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

bknowlden's picture
3647 pencils

It seems familiar...

klaussnow's picture
1675 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
235 pencils



mmackinven's picture
1608 pencils

Completely different idea...

Jet Propulsion Lab's picture
Jet Propulsion Lab
10681 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
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
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
354 pencils

I swear I saw it that long ago too.

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

creativekiller's picture
5 pencils

very nice and simple.

Fridgerator's picture
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
2683 pencils

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

i love it as an ad regardless : )


wildbore's picture
749 pencils

good. wil b better wtout that line!

crazydave's picture
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
2029 pencils

yeah, clear idea.

but utterly boring as well...

Shock's picture
14 pencils


makes me smile!

mrtalented's picture
2173 pencils


zmekyus's picture
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
2536 pencils


Infected by a virus called CREATIVE | "And ya I Love Everything" |

Chris's picture
1987 pencils

brilliantly simple, amazing it's original too.

Gilbert Berkam's picture
Gilbert Berkam
71 pencils

Very nice idea!

chinaski's picture
951 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?


"Make a name, or be defamed"

Doin' it for the points

whicked's picture
6 pencils

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

republique's picture
83 pencils

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

doworkson's picture
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
262 pencils

I think I saw it too.

adamrich's picture
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
10681 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
262 pencils

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 ^^


booble's picture
89 pencils


Dudley's picture
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
77 pencils
Kateter's picture
2029 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
77 pencils
gmint7's picture
2683 pencils


urgh. this sucks then

give 1/9 globe for it


Rahat's picture
10 pencils

Classic...I love it.

taygun79's picture
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

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

Bit basic ain't it?

Osama Nofal's picture
Osama Nofal
209 pencils

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


Trying a new habit

Siddarth Basavaraj's picture
Siddarth Basavaraj
1673 pencils

awesome.. can't help myself from liking it

Love creating ads..

Log in or register to post comments