My writer showed me his sketch. A blank page with a pack of Kit Kat and the "have a break" tagline.
I told him we had to remove the pack because it killed the idea.
He said the client would not buy it if they did not see their product.
I did the layout without the pack shot and presented to the client.
She was speechless at first, but finally bought the ad and ran it in major magazines.
Months later, I heard from the Account Director that she left Nestle. I hope her departure had nothing to do with this ad.