Olivia Colman has become the latest A-lister to star in a Warburtons advert, this time for its bestselling crumpets.
She follows in the footsteps of a long line of Hollywood stars – Samuel L Jackson, George Clooney, Robert De Niro, and Sylvester Stallone as well as The Muppets and Bolton born-and-bred comedian Peter Key – who have also taken the starring role in adverts for the UK’s biggest bakery brand. Baked goods at the forefront of those ads include bagels, Toastie Loaf, and giant crumpets.
The latest outing sees the Academy Award-winning actress – known for roles in The Favourite, The Crown, Fleabag, and Peep Show – represent the intimidating yet entirely fictional ‘Department of National Treasures’ (D.O.N.T).
Flanked by a squad of stern-faced, suited agents, the ad opens to Colman storming into Warburtons HQ. After ambushing chairman Jonathan Warburton mid crumpet-break, Colman demands an immediate inspection of the crumpet production line supposedly to determine whether they’re worthy of ‘National Treasure’ status.
Colman and her D.O.N.T agents march through the bakery, discussing the prestige of becoming a national treasure, and pondering which topping is best – Butter? Jam? Cheese? After a period of intense scrutiny and delivering a delightful monologue, Colman mischievously admits that the whole thing was in fact ‘made up’ before swiftly departing, crumpet in-hand (and crumpet slippers on feet), in a blacked-out vehicle packed full of Warburtons crumpets.
“We’re absolutely thrilled to have Olivia Colman join us for this adventure,” said Jonathan Warburton. “I might be biased but I certainly believe our crumpets deserve national treasure status, and if Colman’s enthusiasm for the ‘inspection’ is anything to go by, I’d say she does too!”
The new two-minute ad premieres on ITV on Saturday 3 May during Britain’s Got Talent.
Olivia Colman joked: “You butter believe it was a tough job, but I was more than happy to oblige. Though I’m surprised Jonathan, a.k.a Baker Boy, didn’t rumble me from the start and let’s be honest, who really needs convincing that the Great British Crumpet is a National Treasure? I was simply there to ensure a lifetime supply landed in my kitchen.
“In all seriousness though, it was a whole load of fun to film – Warburtons, you’ve got yourselves a crumpet connoisseur for life!”
Warburtons isn’t the only bakery brand to enlist celebrity help for the ad campaigns. Sir Trevor McDonald and Martine McCutcheon have worked with McVitie’s owner Pladis to convince the nation to buy more biscuits, while savoury pastry specialist Higgidy has teamed up with comedian and TV presenter Judi Love.
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