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ADVERTISING CAMPAIGNS

Walkers Crisps ‘Baked’ advert

Agency: AMV BBDO

Client: Walkers Crisps

TV viewers around the UK have been given a New Year surprise with Gary Lineker appearing on screens - totally naked!

He reveals an apparently new and outstandingly toned body when he joins a world of clothes-free models to promote the Walkers Baked range which has 70% less fat than regular Walkers crisps.

The 30-second, black and white ad is creatively a new direction for the crisp company. It opens with a scene of beautiful people going about their daily routines completely naked, against a soundtrack of the suitably sultry ‘Sexy Boy’ by Air.

A toned, apparently naked Gary boards a bus, eating a packet of Baked and giving smouldering looks to the camera. Before things get too explicit, the star quickly uses his crisp packet to cover his modesty.

As the advert ends, the line between fantasy and reality is established with the closing caption, “We can’t promise you’ll look good naked, but we can promise you 70% less fat.”

Gary Lineker, who has starred in over 70 adverts for the nation’s favourite crisp company, said, “This was definitely one of the more unusual Walkers ads I’ve ever filmed.

“We shot it in South Africa which was great fun - and let’s face it, a cold, rainy shoot in Britain would have been a bit chilly for the actors who were all nearly naked.”

Marketing Manager for Walkers, Krys Jankowski, added that the advert carried a ‘less is more’ message to target health conscious consumers post-Christmas.

AJR
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