14955: Gimme A Break, Kit Kat Copy Cat.

Sorry, still annoyed by advertisers trying to cash in on the COVID-19 pandemic. The creative hacks at Saatchi & Saatchi in Israel responsible for this work should definitely be quarantined indefinitely. Here’s an explanation of the concept:

In a world where all government systems and experts are busy fighting the Corona virus, what can a chocolate brand do to contribute to the fight? Well, let’s be honest not very much. But that didn't stop Elite’s “Keef Kef” brand from playing its humble part.

Elite chocolate’s “Keef-Kef” bar is an iconic chocolate bar every Israeli has grown up on. Its name is based on two words which taken together mean fun. But when you break up the combination, you’ll notice that the first word is “Keef” — the Hebrew word for “High Five”.

So right after the Israeli Ministry of Health released the Corona coping guidelines that included a ban on hand shakes and high fives of all kinds, we embarked on a billboard and social media Real Time Marketing campaign. We deleted the first half of the brand’s name (“Keef” which means “high five”) and left only the fun (“Kef” in Hebrew slang).