VML Czechia reimagines the iconic Have a Break message for 2025
The new Kit Kat Phone Break campaign from WPP’s VML Czechia fun at our addiction to screens.
The idea is simple yet profound: replace smartphones with KitKat bars in everyday situations and watch as people realize how silly they’ve been acting. It’s a clever commentary on modern life, and it’s backed by science (because who doesn’t love a good statistic?). Research shows that 91% of people feel better after blocking the internet from their phones for two weeks. That’s a pretty compelling case for putting down our devices and picking up a KitKat.
But KitKat Phone Break is more than just a clever ad campaign. It’s a call to unwind, a reminder that sometimes the best things in life are the ones that don’t require a screen. And with the average person spending almost 4 hours per day on their smartphone, it’s a message that couldn’t be more timely.
So, what can we learn from KitKat Phone Break by VML Czechia?
That sometimes the best marketing ideas are the ones that don’t take themselves too seriously. That a little bit of humor and irreverence can go a long way. And that, ultimately, the best way to connect with people is to speak to their humanity, rather than their tech-savviness.
Timeless Brand Asset
The “Have a Break” tagline is an iconic brand asset that has been around for decades. It’s a masterclass in brand heritage and nostalgia. By leveraging this asset, KitKat is able to tap into consumers’ existing associations and emotions.
Clever Creative Execution
The campaign’s creative execution is clever and attention-grabbing. By replacing smartphones with KitKat bars in everyday situations, the brand is making a pointed commentary on modern behavior. The use of humor and satire makes the campaign more relatable and shareable.
Relevance in a Changing World
The campaign’s message is more relevant today than ever. With people spending almost 4 hours a day on their smartphones, the idea of taking a break and unwinding is a welcome respite. KitKat is positioning itself as a solution to this problem, which is a clever marketing move.
Effective Use of Data
The campaign is backed by research, which adds credibility to the message. The use of statistics, such as 91% of people feeling better after blocking the internet from their phones for two weeks, helps to build a compelling case for the brand’s proposition.
Brand Consistency
The campaign feels true to KitKat’s heritage of light-hearted marketing, which is essential for maintaining brand consistency. The brand’s slogan, which has been a fixture for almost 70 years, feels fresher than ever, thanks to this clever campaign.
Global Reach and Collaboration
The campaign was developed through a global internal pitch, which demonstrates KitKat’s commitment to collaboration and innovation. The fact that it attracted over 400 submissions is a testament to the brand’s ability to inspire creativity and engagement.
Overall, this campaign is a masterclass in marketing. It’s a perfect blend of creativity, relevance, and brand consistency, with a clear message that resonates with consumers.
Credits
Iva Welker – CEO VML Czechia
Bas Korsten – Global Chief Creative Officer, Innovation & Co-Chief Creative Officer VML EMEA
Jaime Mandelbaum – Co-Chief Creative Officer VML EMEA
Jake Barrow – _Chief Creative Officer VML Czechia
Mauro Fardin – Executive Creative Director VML Czechia
Wanslez Quaresma – Head of Art VML Czechia
Karla Calheiros – Head of Copy VML Czechia
Carlos Paboudjian – Art Director VML Czechia
Helena Johnston – Senior Copywriter VML Czechia
Johnny Gaponenko – Copywriter VML Czechia
Soumik Babuya – Senior Digital Designer
Kristyna Ochvatova – Head of Strategy VML Czechia
Kristyna Hlinakova – Communication Manager VML Czechia
Miro Minarovic – Photographer
Jozef Pavleje – Producer
B612 Studio – Retouching
Aneta Jungvirt – Account Manager VML Czechia
Jana Stoklasová – Head of OOH Mindshare Czechia
Kateřina Pánková – Senior OOH Planner
