Walkers Snack Foods is launching its biggest promotion to date, offering two prizes of £1m in a tie-in with the movie Star Wars Episode 1 – The Phantom Menace. A £2m TV campaign for the promotion breaks on July 14. The ad, by Abbott Mead Vickers.BBDO, plays on the lizard-like tongue of Star Wars character Jar Jar Binks. Two youths fight over a packet of crisps using giant animated tongues. For the first time a game card will be included in each packet. It will feature one of 25 images from the film. Walkers claims the promotion’s prize fund, which includes two £1m prizes, £500,000 worth of £5 cash prizes and 100 million Jar Jar toys, is worth more than £200m. Buying is through MediaVest.
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