It takes a lot to stand out among the glut of Christmas ads in Britain, where brands jockey like nowhere else to have a hit commercial. KitKat and J. Walter Thompson's strategy this season is to cut through the clutter by uncluttering completely.
The Nestlé candy brand is breaking a 30-second spot on TV this weekend that features nothing but a completely blank screen—not even a logo at the end—and a voiceover that asks whether "just absolutely nothing" isn't "nice for a change."
It's witty and even sort of brave, though also, of course, a bit disingenuous. The ad isn't "absolutely nothing." It's a meta exercise designed to command as much attention, if not more, than traditional spots. And the voiceover—smug, self-satisfied, more than a little judgmental, even humbug-ish—might be more irritating to some than watching a beautifully made, if less authentic ad.
Still, it does fit the long-running brand promise, "Have a break. Have a KitKat," pretty perfectly. And that makes it more palatable as a stunt.
Also notable is the amusing agency quote in the press release. Russell Ramsey, executive creative director at J. Walter Thompson London, said: "………………………………………………………………………………………………………"
CREDITS
Client: KitKay
Business Unit Head, Biscuits: Haseeb Rahman
Creative Agency: J. Walter Thompson, London
Executive Creative Director: Russell Ramsey
Creatives: Ryan Lawson, Andy Smith
TV Producer: Laurence Barber
Global Director in Charge: James Whitehead
Business Director: Gillian Milner
Senior Account Director: Paola Natellis
Account Manager: Charlotte Humphries
Director: Connor Pearce
Editor: J. Walter Thompson
Sound: Hogarth
