Statham appears in JWT's latest work for Nestle Kit Kat brand

J. Walter Thompson has created a new campaign for Nestle Rowntree's Kit Kat starring the Lock Stock and Two Smoking Barrels actor Jason Statham.

The work, which breaks this week with one of four new TV executions, marks the first change of direction for the brand since 1999.

Statham is cast as a "break philosopher" and is seen relaxing in a cafe with a cup of coffee. As he sits, he tells the story of the salmon and the battle it undergoes to swim upstream to spawn. But at the end of its difficult journey, the salmon dies. Statham underlines that it is good to take a break.

The multimedia drive also includes outdoor, radio, press and below-the-line activity. In addition, Nestle Rowntree is organising a one-off event, Britain's Biggest Break, in which it will aim to persuade the nation to stop and take a 15-minute break on Friday 21 March at 3pm. The objective is to raise money for the charity Break, which helps children, adults and families with special needs to take a much-needed break.

To support Britain's Biggest Break, Kit Kat will also carry new promotional packaging offering consumers the chance to win break prizes via an SMS response mechanic.

The TV work was directed by Academy's Peter Cattaneo, the director of The Full Monty. The creative team at JWT is Nick Wootton and Jonathan John. Media planning and buying is through MindShare.