Lionel Richie fronts ad for Walkers Extra Crunchy crisps

Lionel Richie is to front an advert for Walkers Extra Crunchy crisps, which will make its debut on Friday (27 August), as revealed by Pitch.

https://www.youtube.com/watch?v=NN9q0rkM6SQ

The ad, created by AMV.BBDO, shows Richie bursting through a shop window, singing ’Share You, Share Me’ – a remake of his Oscar winning song Say You, Say Me.

It aims to encourage families, friends and a begrudging Gary to share the new family-size pack. The ad shows Richie in a series of traditional English settings, serenading families and friends as they relax together, enjoying and sharing Walkers Extra Crunchy.

Brand ambassador Gary Lineker bumps into Richie in a local newsagent, where he buys a bag of Walkers Extra Crunchy, and is less than impressed with Richie’s request to share his beloved crisps. At the end of the ad, viewers hear the tongue-in-cheek caption: “New thicker cut Walkers Extra Crunchy. Made for sharing – sometimes!”

This is Richie’s first advert for over 30 years. Roger Edmonds, marketing manager for Walkers Extra Crunchy, says: “We’re so excited about this ad – it’s very funny and we all had a fantastic time making it with Lionel and Gary. I thoroughly enjoyed meeting and working with Lionel Richie for the first time and 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!”

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’.

They are available in share-size packets of 150g and 100g sharing bags, they also contain no MSG, artificial colours or preservatives.

This story first appeared on Pitch, Centaur’s subscription-based online interactive marketplace for agencies and clients to share news, opinion and debate.