Gary Lineker courts Lucifer’s ire in latest Walkers TV initiative

Gary Lineker appears to have met his match in the latest Walkers commercial where his crisp-snatching activities get him in trouble with the Devil himself.

Gary Lineker appears to have met his match in the latest Walkers

commercial where his crisp-snatching activities get him in trouble with

the Devil himself.



The ad opens in Hell, where the inmates are frenziedly preparing their

tribute to Beelzebub - several piles of a new flavour of Walkers crisps

called Red Hot Max.



Unnoticed by the crowd, a young red devil creeps up to the offerings and

begins piling into the crisps.



Sadly for the interloper, however, the strength of their hot chilli

flavour makes him sweat copiously.



As his perspiration gets heavier, the devil’s red colour begins to wash

away to reveal that he is not a demon at all, but rather the

international footballer turned BBC commentator Lineker.



Even though his identity is revealed, Lineker is unable to tear himself

away from the crisps and the commercial ends as an incensed Lucifer

looms towards him.



Still engrossed in his snack, Lineker eventually notices the looks of

horror around him. ’He’s behind me, isn’t he?’ Lineker enquires

sweetly.



Written by Diane Leaver and art directed by Simon Rice of Abbott Mead

Vickers BBDO, the commercial was directed by Paul Weiland through The

Paul Weiland Film Company.



Media buying for the ad, which breaks on Thursday, is handled by

MediaVest.



Walkers’ Max range of crisps offer stronger-than-average flavours and

are aimed at older teenagers. They were initially launched last year

using a commercial in which Lineker sneaks into the Walkers lab to try

one out.



The flavour is so strong that he explodes and he is put together again

as football’s tough guy, the former Wimbledon player and Lock, Stock and

Two Smoking Barrels star Vinnie Jones.