ITV has moved to defend a ‘cringey’ advert on the Loose Women show where the hosts ‘debated’ Walkers crisps and whether to use them in sandwiches which was described as an ‘abomination’. Panelists Ruth Langsford, Judi Love, Janet Street Porter and Brenda Edwards were involved in what ITV described as an innovative, fully integrated commercial campaign’.
In the segment, the show returned after an ad break to silence - which was broken by Judi started eating a bag of Wotsits. Crew came onto the set carrying loads of packets of crisps, before a debate ensured on whether or not crisps belong in a sandwich - and the whole section lasted more than three minutes.
Viewers were not, as a whole, impressed. Carl Johnson said: “After watching that abomination....I’ll never buy walkers crisps again...now if the #Loosewomen can also do an abysmal chocolate and cheese advert... I’ll be beach body ready by July!.”
Heather Penny added: “Are we sure the question wasn’t ‘Should the #loosewomen @walkers_crisps advert be taken off air immediately?’” Mad Marsh said: “I thought I was having a fever dream when I saw the longest and weirdest advert for crisps what was the reason ??!! Am I having some kind of bizarre nightmare? I feel so embarrassed for all of them....#loosewomen.”
ITV has described the section which aired on Monday's show as ‘hilarious’. In a statement, the broadcaster said: “We are thrilled to have partnered with Loose Women in this truly innovative campaign. Driving fun debate is at the heart of our #CrispIN #CrispOUT campaign and Ruth, Judi, Janet and Brenda have helped to bring fresh energy – and opinions - to this important lunchtime topic!
“The ad break takeover will be supported with a further 30-second advert reminding viewers where to find the hilarious content. Plus social content will run throughout the rest of the week from Loose Women, Walkers and the show talent. The partnership was creatively developed by OMD, ITV and Walkers.”
Philippa Pennington, Senior Marketing Manager for Walkers said: “There’s nowhere that debates topics quite like Loose Women and this partnership with Walkers shows exactly that - as the panel decide if they’re CrispsIN or CrispsOUT! This innovative campaign is a great example of the kind of creative seamless integration that ITV can bring to brands with our most well-known shows.”
