Snickers' longstanding campaign getting celebrities to act out of character because they're hungry has been a huge success around the world, and never seems to get old. But kudos to AMV BBDO in London for putting a new spin on it, by attempting to make a whole TV channel act out of character.
Dave, a channel owned by broadcaster UKTV, specializes in shows like vintage comedies and is known for the cheeky, irreverent tone of voice of its marketing. But the other day, at 3.28pm, the channel suddenly became "Rupert," a posh, polo-playing bore. It started showing fake programming, specially created for the campaign -- a stuffy art appraisal show called 'Private Collections', an international chess championship and a black and white French film titled "Ni pour l'amour ou l'argent."
Rupert took over Dave's advertising space, swapping its chalkboard branding with a gold and red velvet identity, and controlled Dave's social media, posting about horses and dinner party etiquette. Meanwhile receptionists answered the phone at Dave as "Rupert" and the new name even appeared in electronic programming guides.
However, in the midst of all this, the broadcast stopped, and a Snickers bar slammed onto screen with the famous tagline "You're Not You When You're Hungry".This was followed by another ad in the form of a letter apologizing to all Dave viewers and assuring them that Rupert would not be back.
The Dave and Snickers partnership was created by AMV BBDO and produced by UKTV Creative. The deal was brokered by Zenith and 4Sales.