KitKat Breaks Free in Asset-rich Ad

“Have a break, have a KitKat” – it’s one of the longest-running slogans in advertising, instantly recognisable and deeply sunk into popular culture. It’s no wonder KitKat have leaned right into it with their latest work from agency VML, an ad set in an office which uses special effects and humour to bring the concept of needing a break to entertaining life.

The office is a bit of a cultural battleground at the moment, with continual arguments about the benefits and disadvantages of flexible working. So it’s not surprising to see more ads set in offices which take a rather ambivalent approach to the desk-bound lifestyle – in McDonalds’ modern classic “Eyebrows” we saw a whole building escaping the office to grab a bite.

In KitKat’s ad we’re just focusing on one poor guy who decides to step out for a break. How badly he needs one becomes clear when his working life literally follows him – post-it notes cling to him, a laptop pinches his bum and he ends up saddled with an entire whiteboard. It’s a visual metaphor for how, even when you’re trying to get a moment of peace, the cares of work stay with you. Can our hero get the break he deserves?

Of course he can – but only with the help of KitKat. Like every KitKat ad there’s a scene where the protagonist finally gets to open up their bar and break off one finger of the biscuit – as he does so, all the office paraphernalia drops to his feet, which creates one final joke to end the action with. And the final shot? Of course it’s that famous slogan.

The result is the UK’s highest scoring ad last month, with a 5.2-Star Rating showing exceptional potential for brand growth given investment, and an exceptional Brand Fluency too. The KitKat product is not that prominent in the ad, but it’s a brand whose distinctive assets are so well-known and well-liked that its adverts can afford to go a little lighter on the branding and leave more room for humour and emotion.

Why does the ad do so well? It uses effects to bring a familiar feeling to life, and links it to the brand as a psychological benefit. It presents an emotional journey – there’s a small rise in sadness among viewers as our poor worker finds himself weighed down by all the jobs he wants a break from, which is then resolved. And perhaps most of all, the ad gets a big nostalgia boost from its soundtrack. Using “I Want To Break Free”, one of Queen’s best-loved songs, might feel a bit obvious but hey – sometimes being obvious is exactly what an ad requires. And looking at this one, you know at once it’s the perfect soundtrack for a great commercial.

Lessons for other brands? You may not have a slogan as good as KitKat’s, but you can still take your strongest asset and make an advert that uses it in an entertaining and refreshing way.