UK – This Christmas, to stand out in a crowd of tear-jerking advertisements, Kit Kat decided to show nothing at all.
This holiday season, television viewers will find their ad break interrupted from the usual visual stimuli with a blank screen and a voiceover telling them ‘Welcome to nothing… not a jingly bell, snowflake or celebrity selling frozen turkeys in site. Nice for a change.’
The 30-second spot is for Kit Kat, which, with the help of agency JWT, wanted to cut through the clutter of the usual seasonal promotional deals and big-budget emotionally wrought Christmas commercials.
The irony, of course, is that Kit Kat is still selling something – but it is a clever use of the brand’s almost 60-year-old tagline – Have a Break, Have a Kit Kat.
Brands are adopting a new tone of voice when speaking to consumers, one that is a bit more tongue-in-cheek and a little more honest. For more, read our Anti-authenticity Marketing macrotrend.