It’s just been all downhill for Lionel Richie since the release of the universally-panned “We Are The World” remake. He was once a respected singer/songwriter and legendary member of the R&B troupe The Commodores — these days, the grandpa of two is endorsing “extra crunchy” potato chips.

Tough break.

Richie appears in a new commercial for British-based potato chip brand Walkers singing a rewritten version of his ’80s ballad “Say You, Say Me.” Instead of the original lyrics, Richie can be heard crooning “Share You, Share Me.”

The 30-second ad spot, which winds up with the line: ‘New thicker cut Walkers Extra Crunchy – made for sharing … sometimes,” premiered to UK audiences last week.

It is Richie’s first appearance in a television ad for 30 years.

“When I saw the script for this ad, I just wanted to fly over straight away to London to start filming. I like to surprise people and try new things and I think people will be quite surprised when they see this, particularly when I come flying through a window.”