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For the first time in several weeks, the National Lottery has vacated

Adwatch’s number one seat - although we are still not a lottery-free

zone, as Lottery Instants makes number one and Lukcy Lotteries’ ‘Lady

Luck’ enters the table for the first time.

Direct Line Insurance hits second place, followed by Gary Lineker and

Paul Gascoigne in a celebrity double act for Walkers Crisps. The ‘Salt

‘n’ Lineker’ film, featuring a smug Lineker and a copiously weeping

Gazza, is the fifth in BMP’s Lineker series.

This commercial actually makes marketing history because Walkers, in

honour of a campaign that has boosted sales by 20%, is temporarily

renaming its Salt & Vinegar crisps Salt &-Lineker.

BMP executive creative director John Webster has said:-‘If you use

famous people in the context of why they’re famous, you’re halfway

there. You have to play to their strengths and ensure they are

inextricably linked to the product.’

Playing on Lineker’s clean-cut image, the first commercial used the ‘No

more Mr Nice Guy’ line and the campaign has gone from strength to

strength. As has the agency’s work for Walkers Doritos, in 14th place

with a commercial inspired by the infamous ‘kitchen feeding scene’ from

the film 91/2 Weeks.

The ad, says Walkers, conveys the ‘uninhibited brand character’ of

Doritos. Sounds fine to us - but whatever does Gary ‘Mr Clean’ Lineker

make of it all?