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Walkers ‘Extra Crunchy’ advert with Lionel Richie

Agency: AMV BBDO

Client: Walkers

Lionel Richie bursts onto the scene (and through a shop window!) in a hilarious advert for Walkers new Extra Crunchy crisp range. Starring alongside the face of Walkers, Gary Lineker shows just how much he does not want to share his beloved crisps.

The action-packed 30 second ad sees Lionel singing ‘Share You, Share Me’ – a remake of his Oscar winning song (Say You, Say Me) to encourage families, friends and a begrudging Gary to share the new family-size pack.

Appearing at first, silhouetted, in a familiar stage setting – viewers are taken on a journey with Lionel as he pops up in a series of traditional English settings, serenading families and friends as they relax together, enjoying and sharing Walkers Extra Crunchy.

Things heat up when Lionel comes across Gary in a local newsagent. Having purchased a bag of Walkers Extra Crunchy, Gary is less than impressed with Lionel’s request to share his beloved crisps and is seen in a moment of comic outrage just before Lionel dramatically comes smashing through the shop window.

In typical cheeky fashion, Gary defiantly retrieves the crisp that Lionel is still clutching, leaving him in a confused heap on the pavement still asking Gary to “share”. As the slapstick scene (shot using an impressive stunt-double) comes to an end, viewers hear the tongue-in-cheek caption: “New thicker cut Walkers Extra Crunchy. Made for sharing – sometimes!”

“When I saw the script for this ad, I just wanted to fly over straight away to London to start filming. I love British humour and I thought no one will ever expect to see me in a British ad!,” said Lionel Richie, whose appearance marks his first in an advert for over 30 years.

“I like to surprise people and try new things and I think people will be quite surprised when they see this, particularly when I come flying through a window! Working with Gary and Paul Weiland, the director, was a blast! I had lots of fun hamming it up on set – or being “cheesy” as the British call it.”

Marketing Manager for Walkers Extra Crunchy, added that he was very excited about the ad.

“I think the storyline does a great job of  bringing to life the idea behind New Walkers Extra Crunchy – ‘sharing’.........or not, in Gary’s case!,” he added.

The range, comprising five delicious flavours including Cheddar and Sour Cream, Salt and Malt Vinegar, Simply Salted, Flame Grilled Steak and Sweet Chilli Chicken, have been cooked a little longer from thicker slices of British potatoes to give that extra ‘crunch’. Available in share-size packets of 150g and 100g sharing bags, they also contain no MSG, artificial colours or preservatives.

The first network terrestrial showing of the new advert will be during on Friday, August 27.

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