The campaign consists of a series of radio spots celebrating punctuation breaks. Each spot centers on a particular break (the comma, the ellipsis, and the em dash), detailing how each one serves up a different kind of break experience for words and sentences. The same kind of breaks we all deserve, as KitKat reminds us.

These days, we are writing more than ever. Whether it’s via email, via group chat or posting something online.

Now more than ever, we are relying on punctuation marks to give our thoughts and words proper breaks for clarity, for breathing and for understanding. The kind of proper breaks KitKat reminds us to take.

None. The Philippines is an English-speaking country, although Filipino-Tagalog is the official language, over 90 million or close to 90% of the population speak fluent English as a second language.

KitKat has long been the brand champion of breaks. In the Philippines, KitKat has been singling out different kinds of breaks over the past decade. For this campaign, the focus is on writing breaks.

The campaign ran last April 2023 and was the opening salvo in a series of executions across different media touchpoints.

Consider… if you will… the ellipsis.

A punctuation mark vilified as

overly dramatic, garish, and just…

a bit too much.

But when the moment is right

it makes for a break filled with such…anticipation.

If words planned a surprise party,

the ellipsis is the lookout.

Near the door, by the switch,

whispering, “wait for it…wait for it…wait for it…”

It is an invitation to fill in the blanks.

“Her smile… the moonlight… the knife…”

It’s the drumroll…to the crash.

The Click…to the bang!

The Tik…Tik…Boom!

A cliffhanger. To keep you hooked or…

The ellipsis.

it’s a break worth the wait.

One we could all use,

because who knows what lies after dot dot dot?

Have a break, have a…KitKat.