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
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
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
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.