This Relatable Kit Kat Ad, While Unofficial, Is a Master Class in the Power of Simplicity

Creative strategist Sam Hennig designed the ad on spec, and the brand loved it

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LONDON—Ad industry pioneer Bill Bernbach famously argued that to be effective, advertising needs to get to the essence of something its audience knows to be true.

Those words have rung true again this week after an ad, created as a mockup on spec for Kit Kat, went viral among ad industry professionals.

The insight? That people spend increasing hours on Zoom work calls. And, crucially, they need a break.

It works beautifully because you don’t even need the [tagline]—everybody knows that it’s, ‘Have a break.’

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