Work: KitKat

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This spot by WPP Group's J. Walter Thompson, London, starring U.K. movie actor Jason Statham, sets the tone for Nestle's $8 million "Britain's Biggest Break" KitKat campaign, aimed at getting consumers to think more deeply about 46-year-old tagline "Have a break. Have a KitKat." Relaxing at a cafe, he tells the story of the salmon's struggle to swim upstream to spawn. "Heroically, it reaches its goal and it's absolutely knackered and it dies," he says. "Remember, you are not a salmon." He unwraps a Kit Kat as the spot ends. See the spot at AdAge.com QwikFIND aao51o.
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