The ads were created by J Walter Thompson, part of the WPP Group, and adopt a spoof-gangster style.
The two boys in the ad act like the typical hardmen found in British gangster movies. However, instead of targeting fellow criminals, their aggression is aimed at the Double Dunkers, which they crunch up. The campaign finishes with the strapline: "Toy with them and destroy them."
The first ad will be a 30-second spot for the nachos-flavoured snack, called "double trouble", which is set in a pool hall. This will be followed by two 20-second ads: one called "silence of the nachos", set in a car park; and the other called "double impact" for the pizza flavour, which is set in docks.
Claire Van Heel, account director at JWT, said: "This campaign communicates a cool and aspirational image for Double Dunkers. In working to create the campaign there has been an incredible collaboration between the agency and the client which has resulted in us building on the success of Dairylea Dunkers and creating a new niche for a slightly older audience."
The ads were created by art director Anthony Smith. Media buying for the campaign is by Zenith.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .