It’s that time of the year again for brands that want to be part of the Christmas spirit, creating campaigns that include Christmas songs, family dinners, emotional messages and endless shopping for your favorite people. However, not everyone is impressed with these campaigns and that’s why KitKat decided to be different.
You don’t have to hate Christmas to feel overwhelmed from the numerous Christmas campaigns that show up in December. In fact, you may actually love that wonderful time of the year, but still, wish you could remove the Christmas branding noise, even for a while. KitKat probably created the perfect TV ad for those people, showing 30 seconds of ‘absolutely nothing.’
In the latest KitKat ad named “Christmas Break“, there is a grey screen for the whole time and just a narrator reminding us the reasons we all need a break from Christmas. In fact, he starts by saying “welcome to nothing” and continues with a promise that this ad doesn’t feature anyone suggesting gifts to buy, families gathering around the table, or sentimental songs and dances. It’s time to enjoy the “nothing”, appreciating even the single moment you’re experiencing without a jingle bell, a snowflake, or a celebrity.
And just when you’re starting to agree that it feels good enjoying this silence, still wondering why KitKat created this ad, the ad finishes with the popular slogan: ‘have a break, have a KitKat’.
As you can see, KitKat managed to grab the audience’s attention with a clever, and possibly brave, campaign, managing to stand out from the rest, simply by placing a grey scene, a voiceover and finishing with the necessary branding message. In fact, the consistency of its branding message is actually impressive, as it manages to fit it in any occasion, even in a considerably ‘boring’ campaign.
Not everyone will be impressed by the idea and it certainly depends on the expectations of each customer and brand on whether you like it or not, but it’s still an interesting idea on how to use your creativity to produce a campaign that is far from the expected at this time of the year.
What do you think of the ad? Genius or boring?
Business Unit Head, Biscuits: Haseeb Rahman
Creative Agency: J. Walter Thompson, London
Executive Creative Director: Russell Ramsey
Creatives: Ryan Lawson, Andy Smith
TV Producer: Laurence Barber
Global Director in Charge: James Whitehead
Business Director: Gillian Milner
Senior Account Director: Paola Natellis
Account Manager: Charlotte Humphries
Director: Connor Pearce
Editor: J. Walter Thompson