Award-winning actress Olivia Colman brings humor and charm to a new Warburtons crumpet advert set to air on ITV on May 3 during Britain’s Got Talent. The two-minute commercial features Colman as a bold government official inspecting crumpets for “national treasure” status.
Hollywood Meets the Bakery
Olivia Colman, 51, is the latest star to feature in a Warburtons ad. She follows the likes of George Clooney, Robert De Niro, and Samuel L. Jackson. All have appeared in previous campaigns by the popular UK bakery brand.
In the new ad, Colman plays a fictional agent from the Department of National Treasures (D.O.N.T). She surprises bakery boss Jonathan Warburton at his desk. With a serious tone, she announces that the bakery is now under her control. Then, with a cheeky grin, she demands a tour of the crumpet line to judge its quality.
Fun, Flavor, and Fame
Colman’s character leads the inspection with flair. She marches through the bakery with her team of “agents”, explaining what it means to be a national treasure. She says it means being the “gold standard”, “the bee’s knees”, and having true integrity.
While walking the production floor, she picks up a photo of Warburton with Samuel L. Jackson and drops it on purpose, joking, “Whoops, butter fingers.” The ad continues with Colman listing crumpet toppings she must try—like butter, jam, cheese, and avocado—before taking a bite.
As she tastes the crumpet, a saxophone solo from Careless Whisper plays in the background. The tune is a new recording by Steve Gregory, who played on the original George Michael hit.
A Sweet Exit
In the final scene, Colman leaves with a crumpet in hand, riding in a vehicle with tinted windows, surrounded by crumpet packs. It’s revealed her “inspection” was just for fun.
Later, Colman joked, “You butter believe it was a tough job, but I was happy to do it. I was just making sure I got a lifetime supply of crumpets in my kitchen!”
She added, “Let’s be honest, who really needs convincing that the Great British crumpet is a national treasure? I had a blast filming this. Warburtons, you’ve got a crumpet fan for life.”
Warburton’s Pride in Crumpets
Jonathan Warburton shared his excitement about the ad. He said, “We’re thrilled to have Olivia Colman on board. I believe our crumpets are national treasures, and from her reaction, I think she agrees.”
He added, “Our crumpets are perfect for breakfast or as a snack, and I’m glad Olivia enjoyed the experience.”
What the UK Thinks About Crumpet Toppings
Warburtons recently asked YouGov to conduct a survey on crumpet toppings. The results showed that butter is the favorite, with 75% of UK adults choosing it. Jam came second at 30%. Only 23% had tried cheese, and just 4% had tried avocado on their crumpets.
A Long Baking Legacy
Warburtons is one of Britain’s most beloved baking brands. The company began in 1876 as a grocery store in Bolton, started by Thomas and Ellen Warburton. Now, the business is in its fifth generation of family ownership.
Over the years, Warburtons has become known for its quality and tradition. Their adverts, often featuring major celebrities, help keep the brand in the spotlight.
Why This Ad Matters
Warburtons has once again mixed humor and heritage with Hollywood star power. Olivia Colman’s performance adds warmth and wit to the crumpet campaign. The ad not only entertains but also highlights the British love for crumpets.
A Tasty Tradition That Lives On
With stars like Olivia Colman supporting British baking, Warburtons continues to shine. The new ad reminds viewers of the joy that simple foods—like crumpets—can bring.
