Cannes Lions

Password

J. WALTER THOMPSON, London / NESTLE / 2017

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A moth bumping into a lightbulb. A dog in a cone trying to chew a toy. A salmon jumping upstream. Some of the great classic KITKAT ads are repeated activities, endlessly frustrating poor animals.

Fast-forward to 2016, and we know that another animal gathers every year, on the Monday after Thanksgiving, around their laptops, desperately trying to scavenge the best deals from countless websites: it’s Cyber Monday, a day full of discounts from online retailers.

Cyber Monday may seem like a bountiful day, but it’s often marred by one of the most frustrating experiences known to man: the forgotten password that then needs to be reset. And by the time you’ve reset your password, the deal might have sold out…

KITKAT knows how frustrating that can be. And just as KITKAT said to the moth, the dog and the salmon… have a break, have a KITKAT

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