ASA Legal and Ethical Issues

The initial advert comes across as surprising and unexpected. When you first look at it you just think its a normal KitKat advert with a picture of the bar on it, it takes a few looks to realise that the advert is taking a slight joke and advertising the KitKat like a brand new version of a mobile device. When initially looking at the advert it isn't clear that it is advertising KitKat's partnership with Android and that its advertising Androids new operating system called KitKat.


The initial representation of the advert is that its adverting KitKat but it really isn't clear that its trying to promote Androids new operating system named after KitKat. I would say that the viewer can tell that it isn't a normal regular KitKat advert but the viewer really has to search further into the advert if they want to understand the point of the advert and why its being promoted like a mobile device.
Repeat viewing of the advertisements I think would get the viewer interested and want a KitKat but I dont think it would help the viewer to understand and grasp what its advertising. I feel the advertisment relies a lot on further research or knowing about Android and KitKat.
I think the one major legal issue that its falsely advertising the KitKat as mobile device but I think most viewers would already know that its a chocolate bar and not a mobile device. Another issue is that its not clearly say what its adverting and or promoting. The Ethical issues with the product that it isn't healthy and its quite rich with sugar and fat but they get around that by saying to have it while your on a break to enjoy yourself and not to have it in big consumptions.
The advert for the campaign is a lot more clear to the viewer about Android and KitKat and the partnership between them. The music used in the advert isn't recognisable or a well know song, meaning they have probably done it themselves or hired someone, meaning they would have to have a license for the music and copyright it.