J. Walter Thompson has taken Mir, the accident-prone Russian space
station, as the inspiration for its latest commercial for Kit Kat.
The 30-second film, entitled ’mirth’, is set on board a fictional space
station which, like Mir, is orbiting the earth.
However, it becomes apparent things are not going according to plan as
text at the bottom of the screen reads, ’day 187, status: critical’.
Inside, four Russian cosmonauts are trying to restore power. Then a
message from mission control says in Russian (with sub-titles): ’We
think you deserve a break.’
A supply craft docks and its cargo floats into the station. Inside are
four Kit Kats.
The cosmonauts leap on the chocolate booty and, as they eat, a silver
foil wrapper from one of the Kit Kats floats off and connects two
exposed metal wires. The space station creaks into life. One cosmonaut
shouts: ’We’re saved.’
But it appears the good luck doesn’t last. The ad ends with a shot of a
huge asteroid heading towards the station.
Angus Fear, JWT’s director-in-charge on Nestle Rowntree, said: ’The film
has all the ironic humour consumers have come to love in Kit Kat
advertising, but with a contemporary edge.’
The film was shot in Prague by Dominic Murphy through Blink
It was created at JWT by the copywriter, Chris Bardsley, and the art
director, Dave May. It will debut across the country next Monday.