Two Original Kit Kat Advertising Storyboards By Andre Norman Amstutz, 1958–1959

A delightful and rare pair of original gouache-on-board advertising designs for Kit Kat, created at the very moment the brand’s identity was being redefined.

mount 48 x 48 cm (frame 52.5 x 52.5cm)

Beautifully presented and full of mid-century charm, the two storyboard scenes—entitled “Cake”; capture gentle, everyday rituals of pause and pleasure. One depicts a poised woman seated at an ironing board, mid-task with a platter and cocoa cup, her posture relaxed yet purposeful. The other shows a cheerful man balancing a tea cup while perched atop a whimsical, toy-like vehicle—a forklift - an imaginative, almost dreamlike interpretation of movement and modern life. Both are rendered in Amstutz’s distinctive style: playful, elegant, and narrative.

The compositions sit within soft, warm mounts that enhance their palette—creamy yellows and black—framed in simple black, allowing the artwork to remain the focus. There is a lightness and optimism to each scene, perfectly in tune with post-war Britain and the emerging language of leisure.

On the reverse, their commercial history unfolds. Each board is backed with an original print production sheet from the J. Walter Thompson London agency, complete with handwritten annotations linking them directly to the Kit Kat campaign for Rowntree’s:

Male figure design: Job no. 71321, dated 23.09.1958

Female figure design: Job no. 71690, dated 27.01.1959

The boards originate from Geliot-Whitman & Co., a London production company, anchoring these pieces firmly within the working process of mid-century advertising.

These works coincide with the 1958 launch of the now-iconic slogan developed by Donald Gillies at the London-based agency JWT“Have a Break, Have a Kit Kat”; a campaign that transformed the brand into a symbol of everyday indulgence. In these designs, that idea is already present: small, human moments, gently observed and beautifully illustrated.

Amstutz, trained at Brighton School of Art and later an art director for leading agencies, brought a unique blend of storytelling and design to his work. His legacy spans major commercial commissions and over 60 illustrated children’s books; yet here, in these intimate boards, we see his ability to distil a feeling into a single frame.

A rare and characterful pair of original artworks: where illustration, advertising history, and the poetry of everyday life meet.

Please note that the frames are "vintage" so have a few bumps and scratches and will only be sent with UK orders.