The two ads for Bank's Bitter, "Dave" and "Megastar", were the debut British television commercials of actor Roger Moore.
One of two television commercials made and first released in the early 2000s that star Roger Moore made to promote for Banks's Bitter for Wolverhampton & Dudley Breweries. They were entitled "Dave" and "Megastar".
According to Ad Forum, the "client [Wolverhampton & Dudley Breweries] wished to say his beer was 'moreish'. However, BACC (TV Legal Body) won't allow this."
The creative concept and philosophy for the two ads was to "get Roger Moore to star in his first ever UK TV commercial and say 'very moreish' NOT 'very moreish' thus getting around BACC legal ruling" according to Ad Forum.
According to the 30th April 2000 edition of the 'Sunday Mercury' published by Birmingham Post & Mail Ltd, "Birmingham-based agency Wallis Tomlinson created the 30-second ads but were originally told by advertising watchdogs they could not use the phrase 'moreish' to describe their product because it might encourage over-indulgence. So they struck on the idea of playing on Roger Moore's surname to retain the slogan, 'very smooth, very Mooreish, very Bank's bitter'."