Kit Kat Distracts Russian Linesman

Nestle UK connected the Kit Kat chocolate bar with the FIFA World Cup this year with a TV spot recreating a moment from the game that took England to the number one spot in 1966. The spot begins with historical footage from the 1966 game between England and West Germany. Geoff Hurst shoots for goal and the ball hits the crossbar, bounces down to the ground and back into the field. The camera moves to a linesman who appears to be preoccupied with finishing off a chocolate bar. The referee runs over to him for a second opinion. The linesman signals that it was indeed a goal. The commentator calls out, “Three goals to two”. Super: “Have a Break, Have a Kit Kat.”

Russian linesman eats chocolate

Click on the image below to play the video.

The Russian linesman in the actual game was Tofik Bakhramov from Azerbaijan. West Germany contested Hurst’s goal, protesting that the ball had not bounced behind the line. However Swiss referee Gottfried Dienst picked up on Bakhramov’s hand signals and awarded the goal to England.

Decision made by referee in Kit Kat TV Ad


The Nestle Kit Kat Linesman TV ad was created at JWT, London, by copywriter Michael Campbell, art director Colin James, and planner Iona Casey.

Director for the Nestle Linesman ad was Chris Palmer with Gorgeous, London, with producer Rupert Smythe.

Editor was Paul Watts at The Quarry, London. Post production was done by Tom Sparks at Alteration Services. Audio was done by Nigel Crowley at 750 MPH, London.