Warburtons might be big in Bolton, but it seems Hollywood cannot get enough of it either, with Olivia Colman the latest star of the silver screen to walk the bakery floor, following in the footsteps of Robert De Niro, Sylvester Stallone, Samuel L Jackson, George Clooney and…Peter Kay.
‘The Inspection’ sees Colman join bakery boss Jonathan Warburton on-screen, supposedly to determine whether Warburtons crumpets are worthy of ‘National Treasure’ status.
Apparently, Warburtons’ research shows 71% of crumpet-eating Brits consider the humble crumpet a cornerstone of British culture, and 41% agree they should be ‘protected at all costs’.
The ad opens with the Wicked Little Letters star storming into Warburtons HQ and placing the bakery firmly under her jurisdiction, representing the fictional ‘Department of National Treasures’ (DONT) – no doubt with a nod to DOGE. As her agents sweep through the factory, bagging up every crumpet in sight, Colman delivers a passionate monologue on what is required for crumpets to be granted ‘National Treasure’ status.
However, she soon gets lost in a reverie of crumpet topping possibilities – from the classic butter to slightly more adventurous combinations (but certainly NOT mustard) –her trance is accompanied by a re-recorded version of the saxophone solo from Wham!’s ‘Careless Whisper’.
The ad wraps with Colman getting into a convoy of cars laden with crumpets. With an evil laugh and a crumpet in hand, she reveals the whole ‘inspection’ was a ruse to get her hands on as many Warburtons crumpets as possible.
The campaign creative was developed by Joyful & Triumphant, with the support of McCann Manchester for social, and was directed by Declan Lowney at Merman. The integrated media approach was planned by Mindshare, which will see the campaign roll out across TV, VOD, OOH, radio, social, and online. It leads with a 2-minute TV edit, along with 60″ and 30″ cut downs.
Jonathan Warburton 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.”
Joyful & Triumphant founder and ECD Billy Faithfull added: “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 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.”
So, what is the consensus around the Decision Marketing office?
Well, many would no doubt say it is about time Warburtons had a British star in these ads, having originally tapped up local lad Peter Kay. After all, this is a company which has donated to the Conservative Party and even staged one of David Cameron’s speeches at its Bolton HQ, while chairman Jonathan Warburton is a nailed-on Brexiteer. Who’s the next star, then, Nigel Farage?
Having said that, sadly this ad doesn’t quite match up to previous executions. Naturally, the budget will have been huge; how else would you attract the likes of De Niro and Stallone to a company they would never have heard of?
Maybe, just maybe, it over-eggs it. Maybe, just maybe, we are more used to seeing Olivia Colman in better ads for better causes (Make My Money Matter springs to mind).
Whatever the case, unfortunately, ‘The Inspection’ just doesn’t quite rise to the occasion…
Decision Marketing Adometer: A “soggy bottomed” 7 out of 10
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