Okay, so generally I’m not a fan of mini versions of chocolate. I’m more of a King size, Share Pack kind of girl. But I think I like these ads. They’re clever and simple. I’m a fan of the simple things in life.

However, chocolate is not as simple and we may think that it is. Cocoa beans don’t actually taste like those delicious things that we get at $1.50 a pop, wrapped in foil and ready to eat. So it’s kind of an interesting paradox when you think of the mini break that Kit Kat are offering us Westerners who probably just need a break from our office jobs, when really they should probably be offering said Mini break to their hard working employees.

I better stop before I begin babbling on about Fair Trade instead of commenting and opinionating on the aesthetic appeal of this advertisement.

Although I do like this ad, it just like most chocolate advertisements. It’s clever and I’ll smile at it, but it’s probably not going to make me run to a shop and buy a Kit Kat. Also due to various psychological issues I have problems eating chocolate while being still, so ‘taking a break’ and chocolate don’t really mesh well with me. But they’re clever and appeal to me because I like cross-words and maze things, and they are things that I do while preforming the sedentary necessities in life, such as sitting on a train or procrastinating from anything else.

Also, because I know you’re all wondering- zeugma means: the use of a word to modify or govern two or more words when it is appropriate to only one of them or is appropriate to each but in a different way, as in to wage war and peace or On his fishing trip, he caught three trout and a cold.

Advertising Agency: JWT Dubai, UAE
Executive Creative Director: Chafic Haddad
Art Director: Nizar Swailem
Copywriter: Ash Chagla
Strategic Planner: Prabhakar Iyer
Account Supervisors: Shereen Fotouh, Jayanthi Thiagarajan

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