Olivia Colman stars in new 'hilarious' Warburtons advert
Colman follows in the footsteps of other Hollywood stars like George Clooney, Robert De Niro and Samuel L Jackson, who have all previously starred in adverts for the baking firm.
Olivia Colman stars in new Warburtons advert
Is something big going down in Bolton? 👀 pic.twitter.com/yE54OTTZba — Warburtons (@Warburtons) April 29, 2025
In the new advert for Warburtons, Colman represents the fictional Department of National Treasures (D.O.N.T).
Ambushing bakery boss Jonathan at his desk, the actor demands to inspect the crumpet production line to determine if the produce is worthy of 'National Treasure' status.
'This bakery is now under my jurisdiction,' Colman states, as she tells Jonathan to "walk and talk baker boy" after which she picks up a framed picture of Pulp Fiction actor Jackson and Jonathan and trashes it, saying, 'Whoops, butter fingers'.
Marching through the bakery, flanked by her squad of 'agents', Colman discusses the prestige of becoming a national treasure, saying they are 'the very essence of integrity, the gold standard, the bees knees …'
The Oscar-winning actress will appear in the 2-minute advert, which premieres on ITV on May 3 during Britain's Got Talent. (Image: Olly Courtney/Warburtons/PA Wire)
Staring into the distance, she goes on to say she will have to taste every crumpet topping: butter, jam, cheese, and avocado.
In the background, a saxophone solo from Careless Whisper plays with Warburtons enlisting saxophonist Steve Gregory, who played the tune in the original George Michael recording back in the early 80s, to do a re-record.
The 'inspection' turns out to be fake as Colman departs, crumpet in hand, in a vehicle with blacked-out windows, and surrounded by packets of crumpets.
Discussing her appearance in the advert, Colman said: "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."
Jonathan Warburton said: 'We're absolutely thrilled to have Olivia Colman join us for this adventure.
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'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.
'I'm confident our crumpets will rise to the occasion, even if that occasion is simply being a delicious breakfast or snack at the Colmans' for many years to come.'
The bread-baking business is run by the fifth generation of Warburtons, having been set up in 1876 as a grocery shop in Bolton by Thomas and Ellen Warburton.
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