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Snickers has launched an ad in the UK starring Joan Collins, as part of its global campaign.

The campaign, by Abbott Mead Vickers BBDO, will launch online and on Twitter, followed by TV and press.

It is based around the idea that, when you’re hungry, you’re not quite yourself. Collins and Stephanie Beacham, known for their diva-like behaviour, star in the work.

The Twitter campaign involves five celebrities over five days Tweeting "off their game" posts.

A competition to win a month’s supply of Snickers will invite the public to Tweet about things they’ve done when hungry.

The spot was written by Prabhu Wignarajah and art directed by Jeremy Tribe. It was directed by Russell Bates through Crossroads Films.