Candy company Snickers took over the British television channel 'Dave' in a marketing effort which highlight's the brand's on-going slogan, "You're not you when you're hungry."
'Dave,' a popular television channel that features action-focused content and live sports, silently changed its name to 'Rupert' at the same time, everyday. At exactly 3:28, a time that research suggests is the "hungriest" time of the day, the channel began functioning under the name 'Rupert,' deviating from its planned programming, and streaming off-brand shows, like chess tournaments, film noir, or art appraisals.
The campaign, which humorously explores the consequences of getting hungry, reverts to its normal programming after a Snickers bar, and the tagline, "You're not you when you're hungry," is stamped across the screen.
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