The 30-second ad, which runs until 25 April, features Richie once again trying to encourage Lineker and the British public to share their Walkers Extra Crunchy crisps, while singing a alternative version of his hit song, ‘Say you, say me’.
Created by AMV BBDO, the ad features Richie trying to seek revenge for being pushed through a shop window by Lineker in the first ad.
Richie is seen singing to the camera while following Lineker everywhere he goes, from a shop to a cab and an aeroplane, before eventually taking his crisps while leaving him stuck in a tree, swinging from a parachute.
Simon Welch was the copywriter on the ad, while Matt Welch was art director. Paul Weiland directed the spot, which was produced by Weilands. OMD handled the media planning and buying.
The campaign will run across TV, video-on-demand, online and YouTube.