The new campaign uses the "Make the most of your break" tagline, created by J Walter Thompson, and will feature people taking time out from their usual routine and work duties while enjoying the chocolate snack.
Nestle Rowntree is counting on the new approach to arrest the decline in KitKat sales, which saw a 9.1% slump last year and its eclipse by Cadbury's Dairy Milk as market leader.
One execution opens on three characters yelling and crashing around in a staff kitchen during their break, after which it is revealed that they work in a library.
Another joins three trendy friends on their coffee break, openly criticising each other's attire before they return to the boutique where they work and resume their relentless flattery of customers.
Peter Cowie, managing partner at JWT, said: "The new campaign for KitKat gives the brand a new energy and dynamism. These two commercials are just the beginning of a new era for KitKat."
Nestle is hailing the new work as an example of how advertising can be developed successfully around the product.
Mike O'Reilly, head of consumer communications at Nestle Rowntree, said: "The new KitKat ads are a grand example of advertising being constructed around the product and benefit; perfectly integrated without a compromise in creative engagement. Great ads because of the brand, not despite it."
The ads were created by Dave Shelton and Liz Whiston and directed by John Lloyd, famous for his work on television classics such as 'Not the Nine O'Clock News' and 'Blackadder', using production company Large.
Media buying and planning for the campaign is handled by MindShare.
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