- J Walter Thompson uses Mir, the accident-prone Russian space station, as the backdrop 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 earth. However, it soon becomes apparent that things are not going according to plan. The station is completely dark and the text at the bottom of the screen reads: "day 187, status: critical".
Inside, are four long-suffering Russian cosmonauts trying to get the power working again. Suddenly, the intercom crackles into life. A message from mission control announces in Russian complete 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 with joy. As they eat, the silver foil wrapper from one of the Kit Kats floats off and connects two exposed metal wires. Instantly, the space station creaks into life. One female cosmonaut shrieks: "we're saved!" There is much celebrating.
However, at the end of the film, it appears the cosmonauts good luck is not to last. The film ends with a shot of a massive asteroid heading in the direction of the station.
Angus Fear, JWT's director-in-charge on Nestle Rowntree, said: "The new film has all the ironic humour that consumers have come to love in Kit Kat advertising, but with a new more contemporary edge."
The film was shot in Prague by Dominic Murphy through Blink Productions. The ad was created at JWT by copywriter Chris Bardsley and art director Dave May. It will be rolled out nationwide next Monday.