Showing the TOWIE crew how it's done! Tanned Gary Lineker gets baked to a crisp for the new Walkers advert
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
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
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
'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
Gave them a run for their money: Gary's tan rivaled that of TOWIE stars Joey Essex and Lauren Goodger