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At the start of the Premier League season, the odds of Leicester City winning the title were 5,000/1.

So, even in February, the Match Of The Day host and former Foxes striker Gary Lineker must have felt confident about not having to fulfil his promise of presenting the show in only his underpants if they ended the season on top. But now the league is Leicester’s to lose and Walkers (for which Lineker has advertised for 20 years) has launched digital billboards that show the pundit’s modesty covered by bags of crisps that disappear as the team get closer to the title. The campaign was created by Abbott Mead Vickers BBDO’s Andre Hull and Sonny Adorjan. The media agency is OMD.