This year Walkers is launching its biggest ever Christmas campaign featuring no-other than Mariah Carey.
The campaign, created by AMV BBDO in London, features Walkers core and limited edition festive flavors, notably Pigs in Blankets.
Taking place on the set of a music video, the centerpiece ad opens on Carey singing “All I Want for Christmas Is You”; she’s wearing a sparkling red festive dress as the cast and crew sing along. The shoot wraps, and as Carey walks through the set generously handing out increasingly humorous presents, including a framed painting of herself riding a winged unicorn, she says: “I love Christmas. It’s a magical time. A time for giving, a time for caring, a time for sharing.”
What follows is a real dilemma for her as she reaches for the final pack of Walkers Pigs in Blankets at exactly the same time as a Christmas elf. Christmas may be a time for sharing, but not when it comes to Walkers crisps. A polite tussle ensues, and Carey decides to use her famous high note to get the elf to drop the bag, winning the crisps for herself. The narrator says: “Walkers, too good to share.”
But it is Christmas, and as the ad closes, Carey offers the elf just one crisp from her coveted bag, only for that to backfire in a final comic twist.
The :60 was directed by multi-award-winning music video director, Joseph Kahn, who has worked previously with Carey, as well as countless other celebrities, from Britney Spears and Lady Gaga to Eminem, giving it an extra special touch.
