Promax UK 2018 GOLD WINNER
Best Sponsorship Integration

Promax Europe 2018 GOLD WINNER
Best On-Air Consumer Tie-In / Brand Integrated Spots

Dave is one of Britain’s most iconic and loved TV channels.  From October 23rd he was a bit out of character.
At exactly 3.28 pm, the hungriest time of day, Dave got a bit confused and turned into a completely different channel called Rupert.

Rupert, a pontificating, polo playing, slipper wearing square, changed the schedule and started showing nonsense like the art appraisal show, ‘Private Collections’, the International Chess Championship, ‘Battle of The Boards’, and some vintage film noir, with the Parisian Classic ‘Ni Pour L’amour Ou L’argent’.
This out of character content did not just stop with the TV broadcast. Rupert took over Dave’s advertising space swapping out the classic ‘Dave’ chalkboard branding with a gold and red velvet identity for ‘Rupert’.
He controlled Dave’s social media, posting about Polo and the correct place setting when hosting a dinner party.
But SNICKERS® soon put a stop to the chaos.
In the live broadcast the plug was pulled, a set of colours bars appeared and a Snickers bar slammed onto screen with the famous tagline “You’re Not You When You’re Hungry”.

Having had a SNICKERS®, Dave returned to the air and normal service resumed.

With the chaos over, an open letter of apology, in the form of an ad, was then issued containing a promise to all loyal Dave viewers that thanks to a stack of SNICKERS®, Rupert will never return to disrupt the channel again.


As part of the iconic ‘You’re Not You When You’re Hungry” campaign ad agency AMV BBDO commissioned UKTV Creative to create the three 60″ TVCs to play out in commercial airtime, as well as Rupert channel branding and social media assets.

Creative: Paul Philpott (UKTV)
Head of Design: Peter Allinson (UKTV)
Motion Graphics: Harry Mitchell (UKTV)
Logo Design: Veer Assi (UKTV)
Producer: Daniel Wimborne (UKTV) and Trish Russell (AMV)

Production Company: UKTV

Client: Christoph Weber – Snickers UK Brand Director
Creative Agency: AMV BBDO
Creative Director: Rosie Arnold
Copywriter: Michael Hughes
Art Director: Dalatando Almeida
Agency Planner: Alaina Crystal & Elly Fenlon
Agency Account Man: Lou Woolf, Philippa Field & Aliya Brijnath
Media Agency: Mediacom & Zenith Optimedia

Made by UKTV Creative
© UKTV Media Limited