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
The music and new lyrics form the soundtrack for an animated 30-second
commercial through Abbott Mead Vickers BBDO to introduce Sundog Cheesy
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
MediaVest handles media planning and buying for the campaign.