Singer/songwriter Lionel Richie gets thrown through a store window in a new U.K. ad campaign. Parodying Richie’s 1985 No. 1 pop and No. 1 R&B hit “Say You, Say Me,” ad agency AMV BBDO is promoting the launch of the new snack line Walkers Extra Crunchy.

The 30-second ad, which premiered today (Aug. 27), shows Richie singing “Share You, Share Me” in keeping with the product’s tag line “New thicker cut Walkers Extra Crunchy. Made for sharing.”

It’s reported that this is the snack brand’s biggest launch in eight years. By the way, Walkers’ new potato crisp comes in five flavors: cheddar & sour cream, salt & malt vinegar, simply salted, flame grilled steak and sweet chili chicken.

Watch Richie’s crash landing below: