- Walkers Snack Foods is relaunching its crisp brand this week with a £4.5 million advertising campaign through BMP DDB featuring Gary Lineker.
The new "Bodyguard" commercial is an action packed suspense thriller designed to convey the message that Walkers crisps, with an improved taste, new logo and in a 15 per cent larger bag, are now better than ever.
The film was directed by Gregory Rood at the Paul Weiland Film Company -- the man behind the BBC's "Perfect Day" campaign -- in conjunction with BMP's executive creative director, John Webster, who was responsible for art direction and copywriting.
The new ad shows Gary suspended on wires hanging outside an unsuspecting little girl's apartment. Despite all the efforts of her entourage of bodyguards, Gary successfully steals her Walkers crisps replacing the contents with an inferior product.
However, just one taste of the substituted product makes the little girl realise that "there's no crisp like Walkers" and Gary's plans are scuppered. The six body guards featured in the ad are all real-life pros, having between them protected the Fergi, John Bon Jovi and Vanessa Mae.
Breaking this Thursday during Coronation Street, the eight-week campaign incorporating national and women's press as well as television is expected to reach more than 90 per cent of the population. Media planning and buying is through MediaVest.