When copywriters are battling artistic block, it may well serve to take a break. And it appears to be like like that is simply what occurred on this intelligent KitKat billboard advert on show at London’s O2 Area… and the author by no means got here again from the break.
However regardless of exhibiting simply two phrases and a blinking cursor, there might be little question as to what model is being marketed, proving that for artistic copy, much less is typically extra – no less than when the branding is that this sturdy (this might be one for our assortment of one of the best billboard promoting).
Scorching on the heels of the hilarious AI Kitkat advert from Wunderman Thompson Australia comes one other intelligent marketing campaign for a similar model, this time from the identical company’s UK workplace. The digital out-of-home poster exhibits solely the phrase ‘Have a’ typed out in white textual content on a crimson background, with the cursor left blinking.
However these 5 letters mixed with immediately recognisable model colors are sufficient to inform us what follows, and for us to understand that the author determined to take the model’s recommendation and ‘have a break.’ Wunderman Thompson even surveyed folks to verify, and it discovered that over half recognized the model and understood the model message, exhibiting how iconic ‘Have a Break, Have a KitKat’ tagline stays after 66 years in use (KitKat launched the road means again in 1957).
Stephanie Scales, senior model supervisor KitKat & Biscuits, mentioned: “KitKat has famously inspired folks to have a break for many years, and this poster took that one step additional, encouraging folks to have a break with out explicitly saying it. All it takes is 5 letters to speak one legendary message.”
On the lookout for extra inspiration for intelligent copywriting? See our decide of one of the best print adverts outdated and new.