Magazine article Marketing

Why Walkers Ads Are on Par with a Brummie Duck

Magazine article Marketing

Why Walkers Ads Are on Par with a Brummie Duck

Article excerpt

I loved that duck.

I never thought I could love anything with a Birmingham accent, let alone something with webbed feet. But I loved that duck.

The one I'm referring to featured in one memorable commercial advertising a promotion for Walkers Crisps.

It ended with the great brand leader line "There's only one Walkers duck". It was supposed to be the basis of the then new Walkers brand campaign. But for reasons which I have not been able to ascertain, it was killed off. Not the duck, just the campaign.

I was disappointed. I thought they'd never come up with anything anywhere near as good. But they (BMP DDB Needham and Walkers Smiths) did.

The "No more Mr Nice Guy" campaign featuring Gary Lineker. It's special.

The essential thought is that Walkers Crisps are so good that not even that sweet, charming, innocent, all-round nice-bloke-next-door, Gary Lineker, can resist nicking them from other people and running off with them.

In the launch commercial he steals a bag having been offered a crisp from a little boy and in the latest promotional spot, he writes his name on a cheque found in the bag by a nun.

There's also a smashing superlite poster featuring him breaking through a door with an intense stare and a manic smile - a la Jack Nicholson in The Shining.

What makes it so special?

Despite containing very familiar elements, it's put together in a striking and original way. It lures you into a safe corner, then mugs you, and yet, at the end of it, you feel grateful. …

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