A crisps brand promoting itself as the go-to for Dry January participants is not what you expect and not what you’re likely to forget in the crowd of new year advertising. Add in Danny Dyer, Eastenders’ famous landlord and presenter of BBC game show, The Wall, and you have an attention magnet you’re not likely to forget in the crowd of new year advertising. Plus you will have smiled, making it an emotion mover  you’re not likely to forget in the crowd of new year advertising.

That’s a pretty good trifecta for a snack band by agency PS21. The campaign seizes the moment of New Year’s resolutions to promote Walkers’ “Better for You” snacks.  

Dyer plays a bartender again in the commercial that parodies alcohol-free beer ad tropes, promoting Walkers’ snacks as 0% alcohol. In the spot’s funny – and sophisticated – self-aware moment, Dyer passes a lawyer who says, “Sorry but snacks have never had alcohol.” “Neither have they been advertised like this in January. Have some fun,” Dyer responds.

Credits
Client: Walkers
Client Team: Cynthia Finke & Hannah Freeman
Creative Agency: PS21
Media: OMD
Production Company: Primo Content Spain
Director: Martin Kalina
PR: Good Relations