I love this ad for the simple reason that its cleverness helps me get the ad's promise at a glance. It elegantly supports Kit-Kat's position: "Have a break. Have a Kit-Kat." Even cooler, it wasn't created by Kit-Kat or anyone associated with the brand. It was made by creative Sam Hennig for the One Minute Brief Twitter challenge. If more ads were this smart more ads would work better.

Article: Genius New Kit-Kat Ad Sums Up Lockdown Perfectly