Seen+Noted: The Break Brothers enforce the sacred chocolate pause in Kit Kat’s latest spots

Introducing The Break Brothers – a fraternal order of brown-suited monoliths whose sole purpose in life is to ensure you get a proper minute to eat your KitKat chocolate. The comedy-driven spot courtesy of Orchard Creative, and directed by Jeff Low, shows four men stepping up to save breaktimes from unwelcome distractions and work-related chit chat.

“Since Kit Kat has been associated with taking breaks since the 1950s, we were drawn to the idea of treating them like an authority-figure on breaks,” said Kevin Igunbor, senior art director and Patrick Wells, senior copywriter, at Orchard Creative. “After that, we just needed the right kind of vessel to deliver the message — one that could live beyond just TV spots. We explored a ton of options, but ultimately, a fraternal order of towering, chocolate-suited men rose to the top.”

“KIT KAT has become one of the most recognisable brand identities in the world, from our signature bar snap to our classic jingle,” said Ryan Riess, vice president of brand strategy and creative development at The Hershey Company. The Break Brothers take that legacy a step further, embodying what the brand stands for: making breaks better, more frequent, and absolutely delicious. They’re not just characters – they’re protectors of the break and proxies to step in when needed, all in the name of ensuring everyone gets the crispy, creamy ahh moments they deserve.”

Credits
Agency: Orchard
Chief Creative Officer: David Kolbusz
Senior Art Director Kevin Igunbor
Senior Copywriter: Patrick Wells
Production: Biscuit Filmworks
Director: Jeff Low
Production Service: Means of Production
Media: MiltonOne
Editorial: Mackcut
Music / Sound: Barking Owl