KitKat and Native Music Break Free from the Office with Queen

KitKat is campaigning for better quality breaks amid the daily work grind with ‘Break Better’, running globally across TV, online video, out of home (OOH), social and influencer channels.

Created by VML, the hero film is aptly set to the tune of Queen’s ‘I Want to Break Free’, licensed by Native Music. The track kicks in as sticky notes, paperwork, and tech begin to gather around a worn out office worker, clinging to him like magnets. Making his way outside in search of some respite, it’s only when he snaps apart a KitKat that the noise stops and the weight falls to the floor. Peace is found at last – until another worker hounded by his own swarm appears beside him. Freddie Mercury’s voice returns: ‘But life still goes on’.

Native was tasked with finding a piece of music that captures the moment tension is released when a KitKat is snapped apart, providing a welcome break from a hectic day. Part of the brief was to find a well-known track with lyrical relevance around themes of being weighed down, things sticking to you or letting go. The lyrical relevance of ‘I Want to Break Free’, and how it supports the creative, made it a hard song to beat.

Dan Neale, MD and music supervisor at Native Music comments, “It’s not every day you get to place a stone cold classic. Our thanks to Sony Publishing and Universal Records who helped get this sync across the line.”