JWT ad encourages regular little breaks to eat Kit Kat Kubes

Confectionery manufacturer Nestle is launching a new bite-sized product, Kit Kat Kubes, using a campaign created by J. Walter Thompson.

The 30-second ad, which continues the "break philosopher" theme using the actor Jason Statham of Lock, Stock and Two Smoking Barrels, encourages people to take lots of little breaks.

In "speed", the actor is at a dog track, where he explains to the camera how fast a variety of animals run in comparison to their life expectancy.

"The cheetah, the fastest animal on earth, lives just ten years," he says. Then we see a giant tortoise which stops for numerous breaks as he slowly plods along, but lives for 200 years.

The endline is: "Have lots of little breaks with new Kit Kat Kubes."

Nigel Glendinning, the project manager for Kit Kat Kubes, said: "With pressured modern lifestyles people need more short rest periods."

The TV work will be supported by in-store activity and six-sheet posters positioned at more than 5,000 locations nationwide.

The ad was art directed by Nick Wooton and written by Jonathan John.

Media planning and buying for the work was through MindShare.

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