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 for a moment—and only for a moment—the em dash.

A horizontal pen slash—think a hyphen—about the width of an M.

A break—a little wait-a-minute—when your words are firing too fast.

Imagine your train of thought as the Shinkansen Express from Tokyo,

barreling past station after station—the em dash is its first stop.

It’s the respite for the over-thinker—

deep breath for the over-stater.

A mental picture-in-picture.

A mid-thought escape route in case things go—

The em dash.

The yellow light on the racetrack to slow down, rethink,

or just—HOLD ON—we’re getting sidetracked.

See, if words can use a detour,

why can’t we?

Have a break—a quick one—have a KitKat.