Morgan Freeman joins A-list for Warburtons celebration

Warburtons is continuing to tread the Hollywood red carpet, with Morgan Freeman following in the footsteps of Robert De Niro, Sylvester Stallone, Samuel L Jackson, George Clooney and local Bolton hero Peter Kay, to celebrate the bakery’s 150th anniversary.

The new ad campaign, developed by Joyful & Triumphant, produced by Merman, and directed by Declan Lowney, chronicles the family’s enduring passion for baking, with Freeman guiding viewers through the decades of Warburtons’ heritage.

The integrated media approach was planned by Mindshare, with the campaign rolling out across TV, VOD, OOH, radio and online. It will be supported by social media activity by McCann Manchester and PR through Burson.

Following Olivia Colman’s “Crump-gate”, Freeman injects his characteristic, wry charm to the ad, illustrating the family’s deep-rooted obsession with baking ad and setting it against nostalgic scenes from the 20th century.

As Warburtons looks ahead to the next 150-years and passes on the family’s baking legacy to the sixth generation, a poignant scene shows a ‘Grandfather’ Warburton, fresh from the bakery, cradling his new-born grandson in a hospital. The rousing voiceover from Morgan explains that “it is not the worshiping of the ashes, but the passing on of the fire that counts”.

The narrative ends by leaping into the modern day, as a fleet of Warburtons lorries drive by.

Jonathan Warburton said: “As gross as it may well sound, baking truly is in our blood. This is more than just an advert; it’s a celebration of 150 years of simply doing what we love – baking delicious bread for British families. It’s not every day you turn 150, and we wanted to mark this incredible milestone with everyone who’s made us a part of their family’s lives, from the breakfast table to the lunchbox, through five generations of dedication to our craft.

“And when it came to telling the story of our relentless passion for baking, well, who else could we possibly ask but the world’s most recognisable storyteller and the voice of God himself, Morgan Freeman. He brings an epic and memorable scale to our history, making even our humble beginnings sound rather grand! We’re incredibly proud of our journey and truly excited for the nation to join us in toasting to the next 150 years.”

Joyful & Triumphant ECD and founder Billy Faithfull added: “How do you make one of those ads, without making ‘one of those ads’? That was where we started, one hell of a story in search of one hell of a storyteller. Morgan Freeman was the first and only choice for the job. The velvet symphony of his timeless tones rubs beautifully against the Warburtons sense of humour, making it a perfect partnership to mark such an austere occasion.”