Dave becomes Rupert in Snickers channel takeover

UKTV's channel Dave was given a temporary new identity last week in a partnership with Snickers.

Based on the chocolate brand’s tagline, "You’re not you when you’re hungry", the campaign saw the blokey, everyman-esque channel become the posh and pretentious "Rupert" at 3.28pm.

The switch saw Dave’s channel name change in the electronic programme guide and across social media.

On TV, the station began showing a brand new programming schedule, including art appraisal show Private Collections, the International Chess Championship, and fictional arthouse cinema classic Ni Pour L’amour Ou L'argent.

At the end of each segment, a set of coloured bars appeared, followed by a Snickers bar with the accompanying tagline.

The creative was by copywriter Michael Hughes and art director Dalatando Almeida for Abbott Mead Vickers BBDO. The TV breaks were directed by Paul Philpott for UKTV Creative and the deal was brokered by Zenith and 4Sales.

Sarah Goldman, director of advertising at UKTV, said: "This partnership demonstrates UKTV’s willingness and ability to work with advertisers on bringing to life ambitious ideas."