Clever KitKat ad shows less is...

Wunderman Thompson's KitKat Have a Break advert
(Image credit: Wunderman Thompson / KitKat)

When copywriters are struggling with creative block, it can serve to take a break. And it looks like that's just what happened in this clever KitKat billboard advert on display at London's O2 Arena... and the writer never came back from the break.

But despite showing just two words and a blinking cursor, there can be no doubt as to what brand is being advertised, proving that for creative copy, less is sometimes more – at least when the branding is this strong (this could be one for our collection of the best billboard advertising).

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Joe Foley

Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.