KitKat "Swimming"

KITKAT 2015 ADVERSTISEMENT
“JOIN THE BREAK MOVEMENT”

Title: “Swimming”
Director: Pancho Esguerra
Agency: J. Walter Thompson (JWT) Manila
Client: Nestle Philippines Inc.
Product: Kit Kat
Runtime: 34 seconds
Date: May 24, 2013

About The Advertisement

This Kit Kat commercial depicts an office full of employees working diligently. A moment after, they were alerted that the break has started. It was that particular moment where the brand was introduced and its ideology, which is, taking a break from work is necessary. The idea was communicated artistically, executing different types of communication such as singing through the use of a jingle, as well as dance choreography. At the end of the advertisement, a particular character was shown getting back to work evidently recharged obviously for the reason that she already had a Kit Kat break.

Criticism

 I personally considered this ad worthy to be deemed good, or better perhaps. To begin with, when you watch this commercial, you probably would sit it through to the end, not even considering to change the channel. Through the use of different artistic strategies, they were able to captivate the audience. After all, the ideology and the information about a certain thing intended to be passed on to would be wasted if one fails to captivate the audience. It certainly is effortless to jump from one channel to another. Therefore, a communicator must capture the attention of the audience first before proceeding. I also like this advertisement because it’s as if there’s more to it than just publicizing the Kit Kat brand. In this fast paced world, considering the upheaval of technology, everyone seem to be cast under the spell of the idea of being busy. Some people forget to stop, to just sit down and breath. In short, have a break in life and reflect. The very message of this advertisement pierces through the covert issues surrounding our lives and world. This is very timely. I believe that in a particular perspective, all must come across the message of this ad.

I also agree on the way they ended this advertisement, with the woman being recharged, ready to take loads of work for the second time after taking a break. Somewhat, this ad conveys that rest is also a determining factor of our performance and joy in life.