By The Malketeer
How KitKat’s Epic New Ad is Using Queen to Help You ‘Break Free’ from the Grind
Nestlé-owned KitKat is turning up the volume with its latest campaign, cleverly built around Queen’s iconic anthem “I Want to Break Free.”
The ‘Break Better’ campaign, masterminded by creative agency VML, taps into the universal desire to escape the humdrum of everyday life.
At its core is a TV spot that’s both relatable and liberating, striking a chord with anyone who has ever felt overwhelmed by endless to-dos and office minutiae.
The Hero Film: A Sweet Escape
The campaign’s hero film opens with a familiar scene: an office worker bogged down by countless reminders, sticky notes, and buzzing gadgets—everything vying for his attention.
Frustrated, he steps outside to take a breather.
In a magical twist, the weight of his burdens only lifts when he unwraps a classic four-finger KitKat, symbolically shedding the demands of the workday as the notes and queries cascade to the floor.
The ad wraps up with the timeless tagline, “Have a Break, Have a KitKat,” a phrase that has resonated for over 80 years.
Directed by Randy Krallman of Smuggler, the spot blends humour and relief, offering a playful yet poignant take on what it means to truly disconnect.
It’s not just a clever ad—it’s an invitation to find freedom in the simplest of pleasures.
Beyond the Screen: A Multi-Channel Experience
But the magic doesn’t stop at the TV screen.
The ‘Break Better’ campaign extends its reach with a robust out-of-home push, alongside dynamic social media executions featuring creators and influencers championing KitKat as the go-to snack for a break.
It’s a campaign designed to infiltrate the many channels of modern life, ensuring that wherever you are, KitKat is there to remind you to pause and refresh.
“A decent break always comes from an ability to fully disconnect,” said Tom Drew, Executive Creative Director at VML UK.
“It’s been so much fun to bring this idea to life across such a broad range of channels and in such a playful way. It’s safe to say, the whole team is now enjoying a well-earned, proper break.”
Redefining Breaks for the New Generation
Chris O’Donnell, Nestlé KitKat’s global lead, emphasised the importance of staying relevant in today’s fast-paced world.
“KitKat has been the brand that owns breaks for over 80 years, but we needed to find a way to resonate with the pressures on young people’s lives today,” he explained.
“We want to not just champion the importance of taking breaks but to help the world break better for years to come.”
A Fresh Take on a Classic Brand
KitKat’s latest campaign is a testament to the brand’s enduring ability to adapt and innovate while staying true to its core message.
By marrying a beloved anthem with a universal experience, KitKat is ensuring that its promise of a break resonates with a whole new generation.
So, next time you’re feeling overwhelmed by life’s endless demands, remember: you’re not just eating a KitKat, you’re joining a movement.
A movement that says it’s okay to take a break, to disconnect, and maybe, just maybe, to rock out to some Queen while you’re at it.
After all, if Freddie Mercury and a chocolate bar are telling you to break free, who are you to argue?
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