Academy Award-winning actor Olivia Colman has been revealed as the latest A-lister to front a Warburtons campaign.
Focused on the bakery giant’s crumpets, the new TV ad, ‘The Inspection’, sees Colman deliver a deadpan performance alongside boss Jonathan Warburton.
Playing Agent Colman, a representative of the fictional Department of National Treasures (DONT), the ad opens with her storming into Warburtons HQ, flanked by stern-faced agents. The Peep Show star demands an immediate inspection of the crumpet production line, to determine whether they goods are worthy of ‘national treasure’ status.
Colman and her agents march through the bakery, pondering the question of optimal topping for crumpets. She soon gets lost in a reverie of possibilities, accompanied by the saxophone solo from Careless Whisper.
After a period of intense scrutiny, Colman – who bagged the Best Actress Oscar in 2019 for her performance as Queen Anne in The Favourite – confesses to not being an agent of the “made-up” DONT. Then she drives away in a car brimming with crumpets and other Warburtons merchandise.
The two-minute ad will premiere on ITV on 3 May during Britain’s Got Talent. It came as “71% of crumpet-eating Brits say they consider the crumpet a cornerstone of British culture”, said the brand.
It follows TV campaigns for the brand starring entertainment superstars such as Samuel L Jackson, George Clooney, Robert De Niro and Kermit the Frog.
“We’re absolutely thrilled to have Olivia Colman join us for this adventure,” said Warburton. “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. I’m confident our crumpets will rise to the occasion, even if that occasion is simply being a delicious breakfast or snack.”
Colman added: “You butter believe it was a tough job, but I was more than happy to oblige. Though I’m surprised Jonathan 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? In all seriousness, though, it was a whole load of fun to film.”
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