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Ad Break-ing News: Dave takes over ads on #FriendshipDay

Right, we don’t usually do ‘days’, but this is a biggy… Today (July 30th) is International Friendship Day (the UN says so), and we’re celebrating in style. After all, mates are important. That’s why, at 9.12pm tonight, we took over the ad break on UKTV Channel, Dave, as part of Dave and CALM’s year-long #BeTheMateYoudWant campaign.

Instead of hitting mute the moment that Taskmaster takes a break, you hopefully saw the first ever Comedy Festival In An Ad Break. You might think four minutes isn’t enough time for a comedy festival, but a lineup of 17 comedians, including Zoe Lyons, Ed Gamble, Lou Sanders and Stevie Martin, are ready to prove you wrong. They shared a whole host of hilarious tales about their friendships – making, breaking and maintaining them. Watch the ad in full below…

The CALM x Dave partnership kicked off in November with our first ever Ad Takeover. We followed up with a whole host of adverts across TV, print, radio and social media, that encouraged audiences to reach out to their pals. The campaign also introduced ALAN, a simple, shareable acronym to help make checking in on a buddy a little easier. The launch of Top 20 podcast hosted by Twitter’s @Technically Ron and Lauren Pattison came next in 2019. Conversations Against Living Miserably takes a lighter look at coping with life’s shit moments with guest appearances from Zoe Lyons, Elis James and Matt Richardson.

The #BeTheMateYoudWant campaign centres around the idea that small gestures from a friend can be a lifeline for someone who is going through a tough time. The ad takeover and subsequent promos will encourage people to do something to show a mate that they’re there for them.

“We’re delighted to bring the next exciting phase of the Be the mate you’d want campaign to life. Comedy can be a fantastic platform for what may have traditionally been deemed difficult conversations around mental health and being there for your friends when things get tough. This partnership allows us to reach a broad audience with a funny and entertaining execution, all underpinned with an important message throughout.”

Simon Gunning, CEO of CALM

Luke Hales, Dave’s Channel Director, added: “We want to use Dave’s reach to encourage people to get in touch with friends who need a reminder that someone is thinking of them and someone cares. The Comedy Festival in an Ad Break is a unique Dave way of doing this. Funny and warm, and ultimately by encouraging men to reach out to their friends, we are supporting CALM’s mission to create a more positive and open culture when it comes to mental health.”

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