A KitKat bar is presented on a plate, then taken away, creating a moment of anticipation.

The ad opens with a KitKat Double Chocolate bar on a wooden plate. A hand reaches for it, and the bar is taken away. A man then breaks off a piece of a KitKat bar and eats it, looking pleased. The ad then shows close-ups of the chocolate bar breaking, revealing its layers, and then zooms into the ingredients: a hazelnut and swirling caramel. It then shows three KitKat bars with different fillings (Double Chocolate, Hazelnut, Salted Caramel) in flowing chocolate. Finally, it displays multiple packaged KitKat bars and then a final shot of the three bars with their fillings exposed, with the KitKat logo above.