Walkers Snack Foods is relaunching its crisp brand this week with a
pounds 4.5 million advertising campaign through BMP DDB featuring Gary
Lineker.
The new ’bodyguard’ commercial is an action-packed suspense thriller
designed to convey the message that Walkers crisps, with an improved
taste, new logo and in a 15 per cent larger bag, are now better than
ever.
The film was directed by Gregory Rood at the Paul Weiland Film Company -
the man behind the BBC’s ’Perfect Day’ spot - in conjunction with BMP’s
executive creative director, John Webster, who was responsible for the
art direction and copywriting.
It features an unsuspecting little girl buying a bag of Walkers crisps
and returning home from the shops while her entourage of personal
bodyguards dart from side to side, intent on protecting her and the
purchase she has made.
Safely back at home, the girl puts her crisps down for a second. A
mercenary suspended from wires outside the flat - played by Lineker -
seizes his moment: he successfully steals her Walkers crisps and
replaces the contents with an inferior product.
However, just one taste of the substituted product makes the little girl
realise that ’there’s no crisp like Walkers’ and Lineker’s plans are
scuppered.
The six bodyguards featured in the ad are all real-life pros, having
between them protected the Duchess of York, Jon Bon Jovi and Vanessa
Mae.
Breaking on Wednesday during the centre break of Coronation Street, the
eight-week press and television campaign is expected to reach more than
90 per cent of the population. Media planning and buying is through
MediaVest
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