Olivia Colman declares crumpets a national treasure in Warburtons’ new ad

★★★★☆

Warburtons is back with another star-studded commercial, this time enlisting Oscar-winner Olivia Colman for a deliciously dramatic turn in The Inspection.

Known for its playful ads featuring the likes of Robert De Niro and Samuel L. Jackson, the UK’s biggest bakery brand is doubling down on its Hollywood formula – with a British twist.

In the new campaign, Colman leads a mock government agency, the Department of National Treasures (D.O.N.T), on a crumpet crackdown.

The ad sees her storm Warburtons HQ, investigating whether their crumpets are worthy of official “National Treasure” status.

Naturally, she gets sidetracked by a dreamy crumpet fantasy set to a re-recorded version of Careless Whisper, played by the original saxophonist, Steve Gregory.

The punchline? It’s all a ploy – Colman was just hoarding crumpets. With 71% of Brits backing crumpets as a cultural staple, she might be onto something.

The campaign creative was developed by Joyful & Triumphant, with the support of McCann Manchester for social, and the advert was directed by Declan Lowney at Merman.

Billy Faithfull, ECD and founder at Joyful & Triumphant, said “Is there anything more iconically British than Olivia Colman eating a crumpet? For years now, we’ve been pairing icons of the silver screen with icons of the bakery aisle, so what a fitting pairing Olivia Colman and The World’s Favourite Crumpet (trademark pending) were. They really are both national treasures, and despite Jonathan’s remark in the ad, she really is as nice as everyone says.”

Jonathan Warburton, Chairman of Warburtons, said, “We’re absolutely thrilled to have Olivia Colman join us for this adventure. 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!”

Warburtons continues to nail culturally resonant storytelling by blending British humour, celebrity clout, and national pride cementing its crumpets not just as a breakfast item, but as a beloved symbol of British identity.

Credits

Agency: Joyful & Triumphant
ECD: Billy Faithfull
Creatives: Andy Lee, Jonny Porthouse, Billy Faithfull
Design: Alex Talikowski, Darren O’Donoghue
Project Director: Kirsty Ferris
Production Partner: Lipsius Creative
Producers: Sally Lipsius & Charlotte Lipsius

Production Company: Merman Films
Director: Declan Lowney
Producer: Simon Monhemius
DoP: Tat Radcliffe
Editor:  Stitch/Leo King
Sound: Jungle/Ben Leeves
Post Production: Freefolk
Music: Starecrazy

Social: McCann Manchester
Talent Procurement: Procure Worldwide  – Catriona Blampied
PR: Burson
Press Photography: Olly Courtney
BTS videography: Mojo
OOH Photographer: Gary Salter
Agent: Paul Cowen | Horton Stephens
Producer: Ben Hills

Advertising Celebrity Food & Drink