Christmas commercials have now been running for a full month in the U.K., and the onslaught seems never-ending. So Kit Kat has taken a different approach. Its new ad, which broke on TV this weekend, offers up nothing but a white screen as a voiceover tells viewers "Welcome to nothing."

It goes on to give voice to some thoughts that all viewers must have secretly had by now: "Nobody suggesting gifts to buy or watching pretend families gathered around the Christmas table. No re-recorded sentimental songs or people dancing around supermarkets in silly Santa hats. None of that Just absolutely nothing. Not a jingly bell, snowflake or celebrity selling frozen turkeys in sight. Nice for a change isn't it?"

JWT London is responsible for the great copywriting, which of course fits in perfectly with the Nestle-owned brand's "Have a break" tagline.