Lost cowboys and outdated maps continue Kit Kat’s ‘Snap out of it’ platform

A pair of rambunctious cowboys break the tension in some of life’s most stressful moments with a Kit Kat.

The latest instalment of Kit Kat’s ‘Snap out of it’ platform, sees an unreliable navigator and very old school GPS leading the cowboys and their carriage to a dead end on their way to town.

Alongside navigational difficulties, the campaign explores other frustrating moments in the setting of the cowboys’ world.

A 30 second spot sees the pair locked out of a safe house because they have forgotten the special character and number combination in the password.

Another spot address the all-to-frequent confrontation that occurs when deciding on what to have for dinner.

The new campaign from Wunderman Thompson follows on from 2017’s ‘Katapult’ campaign created by JWT. In 2018 Wunderman merged with JWT to create Wunderman Thompson.

Wunderman Thompson national chief creative officer Simon Langley said in a statement: “Kit Kat has always been synonymous with breaks, but the reasons for needing those breaks have changed in the past 80 years. The ‘Snap out of it’ campaign is about empathising with those common modern-day frustrations and finding unexpected ways to exaggerate them. In this case, the Wild West was the perfect environment to do it.”

Anna Stewart, Nestlé Oceania head of marketing – confectionery said: “Our latest campaign further strengthens Kit Kat’s position as the brand that helps people make the most of their breaks. We look forward to this campaign continuing to build on the success of Kit Kat Katapult.”

The campaign will be executed across broadcast, digital and social.


Client credits (Nestlé):
Chris O’Donnell – General Manager Confectionery
Anna Stewart – Head of Marketing, Confectionery
Jenna Nakou – Marketing Manager – Chocolate
Mathilde de Corbier – Brand Manager – KitKat

Agency credits:
Simon Langley – National Chief Creative Officer
Steven Hey – Group Creative Head
Simon Koay – Senior Art Director
Carly Yanco – Head of Strategy
Kyle Abshoff – Group Account Director
Chris Murphy – Account Director
Katie Lockwood – Account Manager
Jackie Archer – Head of Production JWT Productions
Nicole Richardson – Producer, JWT Productions

Production Company: Goodoil Films
Executive Producer: Sam Long
Production Company Producer: Lee Thomson
Director: Dave Wood
D.O.P: Germaine McMicking
Editor: Stuart Morley
Post Production: The Editors
Sound Design & Music: Smith & Western
Hero Actors: Ashley Hawke & Byron Coll, IMC
Prisoner:  Matt Pearce, Marquee Management


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