KitKat ad features man weighed down with office burdens

KitKat has launched a global campaign highlighting the need for better-quality breaks in today’s busy world. 

“Break better", created by VML, spans TV, online video, out of home, social media and influencer collaborations, starting in the UK and rolling out across Europe, Canada and Australia.

The centrepiece of the campaign is a film featuring a man overwhelmed by office work, set to Queen’s I Want to Break Free. 

As he struggles through a sea of paperwork and sticky notes, he finds relief only when he snaps a KitKat, embodying the brand’s longstanding tagline, 'Have a break, have a KitKat'.

The film was directed by Randy Krallman at Smuggler through Hogarth. 

Research by KitKat and Kantar across five markets found that while most people thought they took enough breaks, only 34% reported taking high-quality breaks. Many said their breaks were often interrupted or filled with distractions, whether due to busy schedules, multitasking or simply being unable to fully switch off.

Chris O’Donnell, global lead, KitKat at Nestlé, said: “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. We want to not just champion the importance of taking breaks, but to help the world break better for years to come." 

Tom Drew, executive creative director at VML UK, added: “A decent break always comes from an ability to fully disconnect. 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 are now enjoying a well-earned, proper break."

Media planning and buying was handled by OpenMind.

VML also worked on KitKat's "Have a brrr" in January.