Do you find yourself responding to work emails on your lunch hour? Answering questions from your boss when you’re off the clock? Taking breaks is important – a fact that Kit Kat is here to remind you of. In its latest ad campaign, Kit Kat introduces a four-man team of bodyguards whose job is to protect your break time.

Introducing: The Break Brothers

Called the “Break Brothers,” the imposing, brown-suited men represent the four different sections of the Kit Kat bar, and together they help consumers take a moment for themselves and indulge in some chocolatey goodness. As Ryan Riess, Hershey’s VP of brand strategy and creative development describes:

“It’s a universal truth that it’s important to take a break, but it’s only getting more difficult to do that, and it’s not going to get any easier. You need help, and that’s the one job of the Break Brothers.”

In the first ad spot, “Office,” an office employee, trapped in his cubicle, opens a Kit Kat bar to enjoy a short break. No sooner has he done so then he is approached by his nagging boss. But when he attempts to approach the employee, the Break Brothers come to the rescue, placing themselves between the two as they fearlessly declare: “Your boy’s on a crispy creamy Kit Kat break.” Now unable to reach his employee, the boss simply walks away in bewilderment. By using humor to call attention to a serious concern – that many employees feel like they can’t take breaks during the workday, Kit Kat’s messaging in this ad comes through loud and clear: Kit Kat – and the Break Brothers – have got your back… er, break.

Channeling historic roots

A black and white original advertisement for Kit Kat candy bars, reading "have a break, have a kit kat."

The first use of the tagline in 1957. Source: Creative Review

Since its inception,the Kit Kat brand has associated itself with taking breaks. “Have a break. Have a Kit Kat.” has been the tagline of the company since 1957, and the Break Brothers campaign is highlighting that message in a new and unique way. As Riess shared,

“It’s clearly important to own that tag and leverage the equity that’s been built up. It’s more relevant than ever.”

The “Office” advertisement was created by indie agency Orchard and launched during the NCAA Championship game on April 7. A second spot called “Chores” has also been released, and more are expected to roll out soon – so keep your eyes peeled for more Break Brothers content.