Warburtons and Peter Kay are two of Bolton’s most famous exports. So does Kay’s three-minute ad for the baker deliver?

Using the same ‘pitching an idea to Jonathan Warburton’ format as the Sly Stallone and Muppets ads, it sees the comic suggest a “steamy period drama”. ‘Pride and Breadjudice’ tells the tale of Warbies founder, seed salesman Thomas (played by Kay), wooing his wife Ellen.

It’s a hoot. Kay packs the story with silliness, working in break-dancing, a fake chest and a Wars of the Roses gag. Austen aside, there are allusions to Ghost, Poldark and even Kay’s old John Smith’s ad. There’s a witty throwaway line about Jonathan W’s acting ability, but the chairman makes the perfect foil. Great fun.