Agency Network: 
April 2008
Nestle / Kit Kat:  Break
Nestle Print Ad -  Break


Print advertisement created by JWT, United Kingdom for Nestle, within the category: Confectionery, Snacks.


Have a break. Have a KitKat.

Advertising Agency: JWT, London, UK
Creative Directors: Nick Bell, Russell Ramsey, Howard Wilmott
Art Director: Mark Norcutt
Copywriter: Laurence Quinn
Photographer: Mike Russell
Account: John Mitchell, Nick Jackson
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Highest Rated

Guest's picture

Bit basic ain't it?

Jet Propulsion Lab's picture

Finally, an ad that shows the product. And nothing else. Not even a headline. Yet, says what it's been saying for decades...
Clever, boys. Very clever.

I wonder if it would still work without the tag and logo. They've got the logo on each bar, don't they?

Jet Propulsion Lab
Activity Score 10679
Crisp One's picture


Crisp One
Activity Score 2005
Other at New York
Abra Cadabra's picture

I think the "have a break" headline is needed to reinforce the pause button idea.

It's pretty clever, gotta admit.

Abra Cadabra
Activity Score 102
sold's picture

oh yeah, Jet!

Activity Score 3379
zlyuk's picture

I think it's top of minde for Kit Kate :)
But very good!

Activity Score 157
Creative Director at Creative Right Agency
Shanty Mathew's picture

T.H.E most I-Wish-I'd-Done-It ad of the season.

"Advertising sucks... ever so gently."

Shanty Mathew
Activity Score 130
Creative Director at United Media Services, Muscat |

"A good advertisement is one which sells the product without drawing attention to itself." - David Ogilvy

Guest's picture

check out the JWT Spanish version and you wont feel so bad!

bknowlden's picture

It seems familiar...

Activity Score 3647
Art Director |


klaussnow's picture

can't remember who did it but it was inrelation to the 9/11 twin towers and putting a "pause" on terrorism and stuff.

Activity Score 1645
Art Director |

... its already been done...

kaceres's picture


Activity Score 235
Copywriter |


sakibafridi's picture
Activity Score 167
Art Director |


mmackinven's picture

Completely different idea...

Activity Score 1606
Art Director at Freelance |

Jet Propulsion Lab's picture

I don't even know why he put that link up.
People really need to THINK before they start comparing ads...

Jet Propulsion Lab
Activity Score 10679
Tincho's picture

The idea behind is totally different, but the visual is very close. It looks like they "got inpired" from the Nivea Ad.

Activity Score 1093
Art Director
BozzaNova's picture

this ad was long time ago, wasn't it?

well, nick bell were no longer working at jwt since jan last year (2007)
he even got hired at ddb recently.

Activity Score 49
Other at Graduates Team, trying to get a placement in London
EGGO's picture

I swear I saw it that long ago too.

Activity Score 354
Other |

You have to hate advertising in order to truly love it.

creativekiller's picture

very nice and simple.

Activity Score 5
Art Director
Fridgerator's picture

I posted the exact same execution back along time ago in the exhibition page. Reviews were bad. Hahah

Activity Score 458
OCAD - 2nd Year Advertising |

The concept is only as good as the execution.

Blue Koala's picture

it's simple or too simple. i'm not sure.
Just an opinion.

Blue Koala
Activity Score 199
Ogilvy & Mather, BKK |

Just an opinion.

gmint7's picture

its nice, but since when kit kat become an economist "smart" image..?

i love it as an ad regardless : )

Activity Score 2673
Art Director at ad grad @ S Francisco |


wildbore's picture

good. wil b better wtout that line!

Activity Score 749
Creative Director at - - -
crazydave's picture

nice ad, cept it's been done for kitkat years ago. exact copy. not sure if it was singapore, but won awards.

Activity Score 114
Kateter's picture

yeah, clear idea.

but utterly boring as well...

Activity Score 2029
Shock's picture


makes me smile!

Activity Score 14
Copywriter at Copywriter/ MICA
mrtalented's picture


Activity Score 2171
Creative Director
zmekyus's picture

sorry guys, as much as i like this idea, i have to say this execution has been done x times on all sorts of products...but yes its the right way to go when making an ad id say...good job

Activity Score 120
funky_frogii's picture


Activity Score 2536
Graphic Designer at Graphic designer. |

Infected by a virus called CREATIVE | "And ya I Love Everything" |

Chris's picture

brilliantly simple, amazing it's original too.

Activity Score 1935
Art Director
Gilbert Berkam's picture

Very nice idea!

Gilbert Berkam
Activity Score 71
chinaski's picture

pause is so done. same goes for these kind of analogies. i like seeing fresh things and ways of seeing.
for me, this is just another execution.

Activity Score 951
SandMan69's picture

It's nice, but like has been stated above, this idea may have been done before.

It's still a good use of the visual and ties in perfectly with the product and makes the audience feel smarter for getting the visual "gag".

As much as I hate to say it, the general public are a bunch of fools, but hey, I'm one of them when I'm not at work eh?


"Make a name, or be defamed"

Activity Score 3890
Art Director |

Doin' it for the points

whicked's picture

Now who did this ad first? Nivea or kit kat? TBWA did a similar one with Nivea

Activity Score 6

For pot, peace and love

republique's picture

done for kit kat nearly 8 years ago. its in the NYF annual. This execution is nicer though

Activity Score 83
Republique Beirut
doworkson's picture

this is cool, but twix has been doing the pause sign thing in their tv spots and im pretty sure print for the past year or so already.

Activity Score 242
sodomy's picture

I think I saw it too.

Activity Score 262
student academy of art university [advertising]
adamrich's picture

the best "wish i thought of that" ad so far this year, well done guys. as for all the "seen it before" comments, joe public doesnt study awards annuals, not many people do, it's a winner!

Activity Score 48
BJL Manchester
Jet Propulsion Lab's picture

Okay, I'm starting to nitpick here (because I like the ad), but here's a little art direction thought. (After all, I used to be one.) I think it would've been nice to leave just a tiny little bit of specks of the KitKat bar in the visual. Juuuuust a small bits and pieces, you know?
These bars have just been broken off into two and it just so happened that they "formed" the pause sign, almost like an accident. As opposed to neatly slicing the bars apart with an X-Acto knife and placing them side-by-side just as an anal tabletop photographer would...

That might add a little something to the ad. Nothing contrived, but a little human touch. Because as it stands right now, it feels too.... what's the word here..... sterile?

Jet Propulsion Lab
Activity Score 10679
sodomy's picture

This idea has been using for long time.
It's a good idea, but last time I saw was the Nevia pause.
So, if you never saw this idea before, don't worry, because you might be a rookie.
So again, you can search in this website. I'm sure you will see one.
For me, if the copy [paste] ad is a good idea, you can try to do like this and pround.
Thank ^^


Activity Score 262
student academy of art university [advertising]
booble's picture


Activity Score 89
art director
Dudley's picture

come on people this has been done at least 3 times for kit kat already plus, oil of olay. Please lay off the old pause, play, and rewind button.

Activity Score 77
Dudley's picture
Activity Score 77
Kateter's picture

hehehe... now we have to ask ourselves: if it's been done before by the same network - is it rip-off or update?


Activity Score 2029
Dudley's picture
Activity Score 77
gmint7's picture


urgh. this sucks then

give 1/9 globe for it

Activity Score 2673
Art Director at ad grad @ S Francisco |


Rahat's picture

Classic...I love it.

Activity Score 10
Graphic Designer at Papyrus Communications Ltd.
taygun79's picture

We did the same thing in Lowe İstanbul, 3 years before, as an 'İstanbul Metro' poster.

Simple and smart idea!

Activity Score 10
Guest's picture

This has already been done by JWT Spain!

This is a better version as it has been simplified.The Spanish version had a pause symbol situated between a fast forward and rewind symbol.Still nice though.

Guest's picture

Bit basic ain't it?

Osama Nofal's picture

wow... nice & easy... great job


Osama Nofal
Activity Score 211
Graphic Designer at Design Executive Officer at Emarat Misr Petroleum Products |

learning / entertaining

Siddarth Basavaraj's picture

awesome.. can't help myself from liking it

Siddarth Basavaraj
Activity Score 1673
Copywriter at Adsyndicate Services Pvt. Ltd. |

Love creating ads..

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