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Squirrels Get A Break In KitKat’s New Ad

The TVC with dancing Squirrels is conceptualized by JWT. Watch the TVC here.

Squirrels Get A Break In KitKat’s New Ad

The TVC with dancing Squirrels is conceptualized by JWT. Watch the TVC here.

Hitesh Ranot | Delhi | August 26, 2010

Remember the famous Pelvic Thrust of American superstar- Michael Jackson?! Not exactly! Then switch on your TV and catch a glimpse of the latest KitKat commercial. Although, the difference being that this time you will see a Squirrel retaliating this famous move, that too in order to woo his lady love!

The latest TVC of the famous Chocolate brand from the house of Nestle has this time banked on the concept of animals emoting human emotions, particularly love. And it all the more becomes a double whammy when it has a spunky Bollywood number (Kaante Nahin Kat from Mr. India) as its jingle in the background. Conceptualized by Anuja Chauhan, executive creative director and VP, JWT (who has recently out in her papers in the agency!) the commercial remains focused on the basic proposition of Kitkat- ‘Have a Break’ . However this time, the famous ‘Finger format’, synonymous to the chocolate brand in India has been highlighted in a completely refreshed manner.


B.Kannan, General Manager (Chocolates and Confectionery) Nestlé India explains the power idea behind the concept as he says, “ Our lifestyles keep us stressed and we miss seeing even the obvious. But KITKAT breaks are good for you because they help you connect with yourself and your surroundings, and you are able to look beyond the obvious to find new meanings. The new TVC is also a creative leap and brings in a fresh, emotional approach that focuses not on the brand, but the benefit.”

The TVC that has hit the screens few days back has already garnered a huge fan base of over 40,000 viewers on the You-tube. Basking on this, the company has rolled out the campaign across different touch-points in the digital and social media. It has even introduced various different format portions of the chocolate in 1-2-3 4Finger at convenient price points of Rs.5 and Rs.10 respectively.

Overall, a well executed TVC, superb use of graphics and a right product placement. Thus the message from the chocolate brand is loud and clear- Looking for a break, go for Kitkat! And can't you hear the Squirrels sing?!

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