Tanned Gary Lineker gets baked to a crisp for the new Walkers advert

Showing the TOWIE crew how it's done! Tanned Gary Lineker gets baked to a crisp for the new Walkers advert

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UPDATED:

00:04 GMT, 31 March 2012

He's known to be nearly as keen on maintaining his tan as the always-orange cast of TOWIE.

But it looks like Gary Lineker is taking things to the next level for his latest Walkers Crisps advert.

The 51-year-old was seen getting 'baked to a crisp' on set, sporting 'burned' clothes and a sooty face.

Baked to a crisp! Gary Lineker looks as though he went above and beyond for the latest Walkers Crisp advert

Baked to a crisp! Gary Lineker looks as though he went above and beyond for the latest Walkers Crisp advert

The disheveled-looking footballer was pictured sitting on a Baked Stars stall looking disgruntled as a child opts for a bowl of crisps over him.

The new advert is to announce the launch of the new snack which has 70% less fat than standard crisps.

The star chatted to Digital Spy about the new advertising campaign- and it's clear that his enthusiasm for the brand hasn't diminished.

Little extra colour: Always-tanned Gary was looking rather browner than usual

Little extra colour: Always-tanned Gary was looking rather browner than usual

He said: 'I was quite literally baked! There were smoke things put to me but unfortunately my jumper caught fire!'

'It was alright – I lived to tell the tale! There was no permanent damage,' he joked.

There's no denying his participation over the years has been successful, as he continued: 'It's been a long time now – maybe 18 years. I think it's quite comfortably the longest-running celebrity-endorsed campaign.'

Don't you know a real Baked Star when you see one Gary looks disgruntled as a child opts for crisps over him

Don't you know a real Baked Star when you see one Gary looks disgruntled as a child opts for crisps over him

'It's been great though; a lot of good fun along the way and good fun for all parties. What's not to enjoy Well apart from being set on fire obviously! They quickly got it out – patting me down!'

Gary also spoke about his forthcoming involvement in the Olympic Games coverage.

He said: 'I'm fronting prime time 7pm to 10pm on BBC One every night – it's a pretty big gig! I'll have lots of research to do. I'm very excited. It's going to be such a massive event for this country.'

Saw the funny side: The star grinned once cameras stopped rolling

Saw the funny side: The star grinned once cameras stopped rolling

Gave them a run for their money: Gary's tan rivaled that of TOWIE stars Joey Essex and Georgia Salpa

 Lauren Goodger

Gave them a run for their money: Gary's tan rivaled that of TOWIE stars Joey Essex and Lauren Goodger