Kit Kat saves your breaks with new ‘Breakguards’ team in the latest campaign via JWT Sydney
JWT Sydney and Kit Kat are aiming to safeguard the breaks of Australians across the country, with a unique new campaign that introduces characters called ‘Breakguards’.
Launching today, the ‘Break Rescue’ campaign aims to reinforce and strengthen Kit Kat’s market position as the owner of the break by creating a team of ‘Breakguards’ that actively intervene where a break may be in danger.
The ‘Breakguards’ are featured in four separate humorous 15-second TVCs, each set in relatable break environments that showcase Kit Kat’s ability to ‘Save your Break’.
JWT Sydney’s general manager, Jenny Willits said the campaign was developed in recognition that “we all 
lead highly calibrated lives, which allow little time for genuine spontaneity or imagination.”
Continues Willits: “Even when we are taking time out, we aren’t actually on a real break. Ironically, under these circumstances, we need quality breaks more than ever – breaks that leave us feeling refreshed, uplifted and ready for what’s next.
“To prove breaks are better with Kit Kat, we created a team of Breakguards to actively ‘Save Your Break’ wherever and whenever the quality of breaks are being undermined.”
The four TVCs are supported by OOH activity, which will be used to extend the Break Rescue message and drive top of mind awareness close to the point of purchase.
The Kit Kat Break Rescue campaign launches today and will run until October.
Agency: JWT Sydney
Executive Creative Director – Mark Harricks
Creative Director – John Lam
Creative Group Head – Laurie Geddes
Senior Copywriter – Adam Bodfish
TV Producer – Rachel Devine
Head of Insights – Andrew McCowan
Senior Account Director – Vanessa O’Brien
Account Director – Rhys Arnott
Production Company – Film Construction
Director – Bruce Hurwitt
Producer – Tim Pietranski
Ingvar Kenne: Photographer
The Pool Collective: Production Company
Media – Zenith OptiMedia
10 Comments
“Head of insights”
Awesome title dude!
ME LIKEY. I’M CURRENTLY IN A MEETING FROM HELL, SOMEONE PLEASE COME AND THROW A LIFE RING AROUND MY DAM CLIENT LOL
This might win the best ambiguous statement by any agency person ever
‘To prove breaks are better with Kit Kat, we created a team of Breakguards to actively ‘Save Your Break’ wherever and whenever the quality of breaks are being undermined’
No, you created 4 very short TVCs. The end.
Saw one on telly yesterday, just seen the others. Just not funny enough guys, either as scripts or executions.
Dear JWT GM, contrary to your grandiose statement, you didn’t “prove” how breaks are better with Kit Kat. You just did what you always do, you made some very average tv ads.
http://www.youtube.com/watch?v=74UCPA-4ThE&t=0m26s
Strategy written ads. Patronising.
‘Now, research shows the top situations our consumers need a break from are the kids screaming. So lets put our consumer in the ad, in this scene. Only this way can our consumer realise, ‘oh wow. this is me. this ads gets me. yes. yes!’
As a result, it’s dull wallpaper advertising. And I think patronising.
Beige
Kit Kat used to do such great simple ads.
Beautifully simple proposition/product benefit “Have a break, have a Kit Kat”.
And so in the pursuit of something new it gets overcomplicated for no additional value or entertainment.
Go and have a look at the history reel guys, regardless of new “insights”, that’s where the gold is.
F