Red Bee Media unveils Dave idents to support rebrand

LONDON - Red Bee Media has created four humorous idents, featuring child-like fun stunts, as part of its ongoing rebranding work for UKTV's Dave.

The idents launch on Sunday and are designed to reinforce the channel's positioning as "the home of witty banter".

Each 30-second ident -- 'Wacky Races', 'The Human Cannonball', 'Cowboys and Indians' and 'King of the Swingers' -- shows a group of friends hanging out, experiencing unconventional child-like fun at an English stately mansion.

The 'King of the Swingers' ident shows the group of friends gathered around a lake with two men playing in the water.

The twist comes when one man catapults himself across the lake on a huge crystal chandelier, instead of using a conventional rope swing, and lands on a Dave branded rubber ring in the water.

Charlie Mawer, executive creative director at Red Bee Media, said: "The launch of the new idents for Dave further strengthens the long standing partnership between UKTV and Red Bee Media.

"By continuing to refresh the channel's identity, Dave can be an innovative and exciting destination for its viewers."

The four new idents will go live from Sunday October 26 at 7:30am.

Tom Lucas, director of marketing and communications at UKTV, said: "UKTV is eager to push the boundaries of channel branding with a successful channel such as Dave. Red Bee Media understands this and will assist us every step of the way."

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