Kicking your feet up while several cheerfully enthusiastic men clean your house? Now we’re talking.

Kit Kat, part of the Hershey conglomerate, is reclaiming an iconic advertising tagline, creating its first character-driven ads and encouraging consumers to slow down long enough to savor a chocolate bar.

Finding that elusive downtime requires either a protector—someone to run interference—or a proxy—someone to, preferably, take on an unpleasant task. The new campaign, launching during tonight’s NCAA Championship game, plays with both concepts, according to Ryan Riess, vice president of brand strategy and creative development Hershey.