JWT London: Have heritage, will use it.

A slogan so well-remembered you don’t have to finish it – or add the brand name. Witness the power of breaking the rules.

JWT London is on a roll. First a bendgate carpe diem, now a half-finished billboard.

Unless you were born after 2010, you know the slogan, “Have a break, have a Kit Kat.”If you were born after 2010, Mum and Dad are still making your purchasing decisions for you, so 1. you have plenty of time to get on board and 2. Mum and Dad know “Have a break, have a Kit Kat.”

Familiar words zoom through people’s brains and out again without touching the sides – let alone adhering to them, so JWT’s job is to make the slogan meaningful again. And that’s exactly what JWT London has done. How good is it when you get to the point where leaving the brand name off the ad is the device that gives it max impact?

Advertising Agency: JWT, London
Copywriter: Jeremy Carr
Art Director: Jeremy Carr
Design: Mark Gardener

Two Kit Kat posters by JWT Mexico. You “read’ the slogan, didn’t you? The top poster won two Gold Outdoor Lions at Cannes in 2012: