English sports broadcaster Gary Lineker celebrated 30 years of partnering with snack company Walkers Crisps by driving around Battersea Power Station in London in a sleigh full of its famous chips.
To up the ante, the former football player tossed bags of Walkers Crisps to people around the vicinity while dressed as "Father Crispmas" — a direct reference to the face of the holidays, Santa Claus.
As seen in several videos posted by The Independent and Evening Standard, Lineker donned a red suit with a matching Christmas at, and entertained young football fans asking for his autograph.
"I've been with walkers now for 30 years. It's almost my birthday, and I thought as it's a special occasion I'd come and meet the people, and for the first time in those three decades, give my crisps away," he told The Independent.
According to the BBC Presenter, it has taken three decades for the company to convince him to dress the way he did.
“But as everyone knows, I’m the King of Crisps, so if anyone was going to transform into 'Father Crispmas' and hand out crisps, it could only ever be me," Lineker shared.
Over the past 30 years, Lineker has starred in several of Walker Crisp's ad spots.
In 2016, he promoted the company's new "Tear 'n' Share" spot, where he fights to share a newly launched bag of chips that makes sharing easier.