Lineker and Owen team up for Walkers books campaign

Gary Lineker and Michael Owen are teaming up again in Walkers Crisps latest Free Books for Schools TV promotion, which is due to break next month.

To boost the promotion, Walkers is offering the five schools which are able to collect the most Free Books for Schools tokens a visit from a famous footballer. Instead of the usual football theme the ad – called Sports Time, and created by Abbott Mead Vickers.

BBDO depicts Owen joining a school rugby team for what he expects to be a friendly game. Little does he know that he is about to be dragged through the mud and ritually humiliated, thanks to the machinations of Lineker.

Walkers Snack Foods vice-president, marketing Neil Campbell says: ‘Our Free Books for Schools initiative has given more than 2.4 million books to schools. This latest stage of the promotion provides schools with an incentive to keep collecting.’ The ad is due to break nationally on Monday May 1. The media planning and buying are being handled by MediaVest.

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