Magazine article Marketing

ADWATCH: Kit Kat Stands Up for Right to Take a Break

Magazine article Marketing

ADWATCH: Kit Kat Stands Up for Right to Take a Break

Article excerpt

Nestle's bestseller advises public to heed the lesson of the 'absolutely knackered' salmon.

Kit Kat, the UK's leading chocolate brand, has adopted a subtler tone of humour in its latest campaign, which enters the Adwatch table this week at number four, with 48% recall.

The ad, by J Walter Thompson, features Lock, Stock and Two Smoking Barrels actor Jason Statham sitting in a cafe talking to camera.

He tells the story of a salmon's struggle on its journey upstream to spawn. The ad regularly cuts to shots of the salmon in the river. Describing its heroic odyssey, he says: 'Finally it reaches its goal and is absolutely knackered. And then it dies.' He closes with the useful tip: 'Remember, you are not a salmon'. The ad features the established endline 'Have a break, have a Kit Kat'.

Emma Stewart-Smith, account director on Kit Kat, says the work changes the emphasis of needing a break that featured in earlier creative. 'Previously the ads showed everyday frustrating situations that led to someone needing a break. This campaign is about Kit Kat standing up for your right to take a break, and shows its benefits,' she explains.

With a broad target audience, it was important that Nestle had the right face for the advertising. 'We wanted a 'break' philosopher, and Jason Statham was the best choice. He is down to earth and credible when telling the stories. He hasn't done ads before, so people tend to listen to him more. Also, women fancy him and men think he's a good bloke,' says Stewart-Smith.

This creative is the first of four executions in the campaign, all starring Statham. …

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