KitKat’s Latest Ad Shows How to Truly ‘Break Better’

KitKat’s newest campaign, “Break Better,” is a refreshing reminder of the importance of taking a proper break. Created by VML UK, the KitKat Break Better ad cleverly modernizes KitKat’s iconic “Have a Break, Have a KitKat” message by tapping into the struggle we all face: taking a break that feels like a break.

KitKat Break Better ad Concept: Escaping the Chaos of Modern Life

At the heart of this ad, directed by Randy Krallman of Smuggler, is a stressed-out office worker buried under a mountain of paperwork, sticky notes, and office gadgets. The scene is absurdly over-the-top in a humorous way, highlighting just how weighed down we can feel in our daily routines. In a brilliant choice of soundtrack, Queen’s “I Want to Break Free” sets the tone as the worker struggles through his chaotic environment. The chaos only stops once he takes a moment to snap a four-finger KitKat—instantly, everything falls away, symbolizing the power of genuinely disconnecting.

Creative Excellence and Execution

The creative team, led by Executive Creative Director Tom Drew, brings the chaos to life in a relatable yet exaggerated manner that makes the ad entertaining but also deeply resonant. The physical metaphor of the office “stuff” literally sticking to the man until he opens his KitKat is a simple but effective way to show how a proper break can detach you from life’s pressures.

Moreover, the seamless integration of the Queen’s anthem amplifies the message of personal liberation. It’s playful and energetic and gives the ad a timeless quality, making it not just another snack commercial but a mini-story about the necessity of personal freedom.

Visuals and CGI: Attention to Detail

Visually, the ad nails the clutter and frenetic pace of modern work life. The use of VFX to make objects stick to the office worker is both amusing and slightly surreal, underscoring how overwhelming our lives can feel. Mark Beardall, Ozgur Yigit, and the VFX team at Hogarth deserve praise for making the chaos look tangible yet controlled. When the KitKat is finally snapped, there’s a satisfying release, both visually and narratively, as the items clatter to the floor.

Ben Rogers’ grading work further enhances the contrast between the stifling office environment and the liberating act of taking a break. The cluttered office is washed in dull grays, while the snap of the KitKat injects warmth and relief into the scene, emphasizing the shift in mood.

Broader Campaign Message: Quality vs. Quantity in Breaks

Backed by research from KitKat and Kantar, the campaign is about redefining what a break should feel like. KitKat’s research reveals that while people may take more breaks, only 34% feel their breaks are of “good quality.” This insight is cleverly weaved into the broader campaign, with out-of-home and social media elements highlighting how our breaks are often interrupted or distracted. KitKat positions itself as the solution, the catalyst for a proper, undisturbed break.

The Cons: Can a Candy Bar Solve It?

While the message is appealing, one might wonder: is KitKat truly the answer to our inability to disconnect? The ad assumes that taking a break is as simple as snapping a KitKat, but the challenges of switching off are often much more profound. Stress, burnout, and the need for constant productivity are complex issues that no amount of chocolate can fully solve. The campaign’s reliance on these broader societal tensions may make the solution feel overly simplistic, even though the metaphor is well-executed.

Global Reach and Adaptability

This campaign is set to run across multiple countries, and it’s adaptable enough to resonate globally, particularly in busy urban centers where the struggle for quality downtime is universal. The mix of TV, digital, out-of-home, and influencer elements also ensures the campaign will have a wide reach. It’s versatile enough to be adjusted for different cultures and time zones, while the core message of needing a break stays relevant everywhere.

Final Thoughts: A Tasty Reminder to Unplug

KitKat’s “Break Better” campaign is a practical modern update to its classic branding, addressing the increasingly frantic pace of contemporary life. While the solution—a KitKat—might feel too simple for today’s complex mental health challenges, the ad successfully reminds viewers of the need for real breaks. With its clever execution, strong visual appeal, and universally relatable message, “Break Better” reinforces KitKat’s place as the go-to companion for a moment of respite, however fleeting.

Pros:

• Strong, relatable message about the need for proper breaks
• Excellent use of humor and visual metaphors
• Queen’s “I Want to Break Free” elevates the ad’s emotional impact
• Clever integration of KitKat’s brand values in the modern context
• High-quality production values and attention to detail

Cons:

• Oversimplifies the challenges of disconnecting from modern life
• I can feel slightly preachy about the importance of breaks while selling a product

CREDITS
Vp & global head of KitKat – Chris O’Donnell
Global strategic marketing & communications lead, KitKat ® – Wael Jabi
Consumer insight specialist – Laura Pass
Agency: VML UK
Global cco, innovation – Bas Korsten
Chief creative officer – Ryan McManus
Executive creative director – Tom Drew
Creative team – Will Simpson and Rowan Hopkins
Creative team (OOH) – Niraj Zaveri & Justin Ebert, David Adamson & Richard Prentice
Senior copywriter – Rick Ardito
Global chief strategy officer – Neil Dawson
Chief strategy officer, EMEA – Anna Vogt
Strategy director – Dan Tendler & Joao Caputi
Strategist – Feranmi Akintola
Global client lead – Inge Selawry
Network and operations lead – Loren Hargreaves
Managing partner – Tim Boxall
Business director – Vicky Marlow
Senior account manager – Keara Voigt
Project director – Katie Oldfield
Senior project manager – Hayley Langton
EMEA chief social officer – Christina Miller
Social media manager – Sarah Whiley, Julia Strong
Production: Hogarth
Global client managing director – Marina Klug
Business director – Louise Smith
Account director – Alexandra Parker
Senior producer – Manuela Franzini
Production assistant – Abraham Elton
Post producer – Rachel Archer, Annika Gustavsson and Alex Plantin
Audio – Sam Cross
Grade – Ben Rogers
Flame/VFX – Mark Beardall, Ozgur Yigit, Ksenia Usenko, Parry Lam
CGI – Senior 3D artist – Jason Martine, Chris Barralet
CGI supervisor – Andrew Gould
Motion graphics – Luis Pedro
MSE – Marshall Street Editors – Matt Pochettino