TV channel Dave turns into Rupert in new Snickers campaign

Snickers has created a witty new addition to its ‘You’re not you when you’re hungry’ campaign, by turning laddy TV channel Dave into a posh version of itself, Rupert, mid-afternoon last Friday.

Dave is known for programming including Taskmaster, Red Dwarf XII and Dara O’Briain’s Go 8 Bit, but last Friday it went completely out of character at 3.28pm – supposedly the hungriest time of the day – and started broadcasting an International Chess Championship, and a vintage French film noir feature. The changes even extended to the brand’s name and logo, which suddenly turned from Dave into Rupert.

The fun extended beyond TV too, with Dave’s ad spaces appearing as Rupert, and its social media channel swapping identity and posting about polo and the correct place settings when hosting a dinner party.

The gag was then revealed when the plug was pulled during a live broadcast and the Snickers logo and tagline appeared. The film below shows how the stunt played out:

Agency: AMV BBDO
Creative Director: Rosie Arnold
Copywriter: Michael Hughes
Art Director: Dalatando Almeida
Director: Paul Philpott
Production Company: UKTV

What's the story?

The Storytelling issue, Oct/Nov 2017, is out now.
We invited writers to respond to our cover image
this month: read their stories inside.
PLUS: Tom Gauld, Oliver Jeffers, Giphy & S-Town

Buy the issue

The Annual 2018

The Creative Review Annual is one of the most
respected and trusted awards for the creative
industry. We celebrate the best creative work from
the past year, those who create it and commission it.

Enter now


South East London - Competitive


London - £35,000 - £40,000


Birmingham - Salary £30-£35k


Leeds, West Yorkshire - £20,000 - 30,000