Walkers hires Isaac Hayes

Isaac Hayes has adapted and sings his Oscar-winning theme from the film, Shaft, in a TV campaign by Walkers to launch its new popcorn line.

Isaac Hayes has adapted and sings his Oscar-winning theme from the

film, Shaft, in a TV campaign by Walkers to launch its new popcorn

line.



The music and new lyrics form the soundtrack for an animated 30-second

commercial through Abbott Mead Vickers BBDO to introduce Sundog Cheesy

Popcorn.



The film also marks the debut of a character called Jack the Dog, who

struts around a sunny New York greeting his friends.



They include the singer - a super-cool basset hound who follows Jack,

popping out of manholes, windows and doorways - and three black poodles

who make up the backing singers.



The film ends with the line: ’It’s doggone delicious.’



The production company, Hibbert Ralph, produced the film which was

written by Ben Kay and art directed by Paul Young.



Peter Knowland, the AMV board account director on Walkers, said: ’Jack

the Dog was created as part of the pack design and it was our brief to

bring him to life.



’Using downtown New York and the Shaft music with sharp, witty animation

has given Jack a strong appealing personality that is absolutely right

for the brand.’



Hayes’ work on the commercial follows his recent involvement with the

cartoon series, South Park, and his Christmas number one hit, Chocolate

Salty Balls.



MediaVest handles media planning and buying for the campaign.



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