Kit Kat takes a new break

Nestle's Baring Richardson says: "While we're in no hurry to lose the core messaging of 'Have a break, Have a Kit Kat', we do want to bring more of the brand's personality to the fore.

"Primarily, we want to convey that the Kit Kat break is an engaging and uplifting break that assists in creating a small moment of happiness in ones routine. On a secondary level, we also want South African consumers to start seeing Kit Kat as an empathetic friend, who understands your need for a break, and who brings a smile to your face."

The commercial opens on two cleaning ladies, who are in the midst of cleaning an office block at night. They take a break, but instead of going straight back to work, they run around the building turning on some lights, and turning off others.

Finally, sporting mischievous grins, they run outside to admire their handiwork - using the lights in the building, they have created a giant smiley face.

"The ad does exude that 'warm, fuzzy feeling', and that's great," says JWT MD Alan Bolon. "But more importantly for us, the research indicates that 'City Lights' has met the client's specific communication objectives. And that means that we've done our job to the best of our ability."