A tug of war between Mariah Carey and an elf over Walkers seasonal snacks. How's that for a stocking stuffer?
AMV BBDO stages such a showdown for the U.K. brand in the minute-long spot below. It opens with Carey performing her classic "All I Want for Christmas Is You"—which turns 25 this year!—at a holly-jolly music video shoot, then handing out presents to the cast and crew. These include a framed painting of the singer riding a unicorn. How thoughtful.
"I love Christmas," she coos. "It's a magical time. A time for giving, a time for caring, a time for sharing."
The mood turns grinchly at the catering table, however, as Carey and elf-dude reach for the last package of Walkers' Pigs in Blankets chips at the same time. A less-than-festive grab bag ensues…
…and Carey prevails by hitting a piercing high note that could clear Santa's sinuses all the way up at the North Pole.
Will it boost her odds of providing music for the highly anticipated John Lewis holiday spot? Ho, ho, ho … why not? It's a magical time of year, after all!
"Mariah was involved in the creative process right from the first version of the script, and she brought humor to all her scenes on the day, which really elevates the spot," says Wayne Newton, head of marketing at Walkers.
TV, VOD, digital, social and on-pack promos are all in the mix.
In fact, Carey will appear on Walkers packs through Christmas, and the promotion gives consumers a chance to win cash, game consoles, headphones and more. (But not a painting of the diva riding a unicorn. Humbug!)