The 30-second ad sees Richie sending up his own ‘Say You, Say Me’ song, replacing the words with ‘first you then me, share them together, extra crunchy.’
Created by Abbott Mead Vickers BBDO with media planning and buying by OMD, the ad promotes the new Walkers Extra Crunchy crisps, which also features brand ambassador Gary Lineker, who has been the face of the company for the past 15 years.
In the spot, Richie is shown on a tour of traditional English settings, singing 'Share You, Share Me' to friends and families who relax together with Walkers Extra Crunchy.
But when Richie brings his sharing message to Gary Lineker, who is buying a bag of the crisps in a newsagent, he ends up being thrown through the newsagent’s window, landing on the pavement. As a final insult, Lineker retrieves the crisp that Richie has dared to take from the packet.
The ad finishes with the line: "New thicker cut Walkers Extra Crunch. Made for sharing – sometimes."
It was created by Matt Welch and Simon Welch and directed by Paul Weiland.
Richie, who hasn't appeared in an ad for 30 years, said he'd agreed to make it immediately upon reading the script.
Richie said: "I love British humour and I thought 'no one will ever expect to see me in a British ad'. I like to surprise people and try new things and I think people will be quite surprised when they see this, particularly when I come flying through a window."
There are five flavours in the new Extra Crunchy range: cheddar and sour cream, salt and malt vinegar, simply salted, grilled steak, and sweet chilli chicken.
'Say You, Say Me' featured in the film 'White Knights' and won an Oscar for Best Song.