Academy Award-winning actress Olivia Colman takes centre stage in the latest Warburtons TV ad, “The Inspection”, delivering a delightfully deadpan performance as she launches a mock raid on the iconic British bakery in a bid to assess the national worthiness of their crumpets.
Following in the footsteps of Hollywood heavyweights Robert De Niro and Samuel L. Jackson, Colman becomes the latest A-lister to join the Warburtons legacy of star-studded campaigns. The two-minute ad, which premieres on ITV during Britain’s Got Talent on Saturday, May 3, combines British humour with culinary pride as it celebrates the crumpet’s place in the nation’s heart.
A Deliciously Deceptive Crumpet Heist
In the ad, Colman plays an intimidating figure from the fictional “Department of National Treasures” (D.O.N.T), storming Warburtons HQ in Bolton with a team of agents under the pretense of evaluating whether the bakery’s crumpets deserve ‘National Treasure’ status. After disrupting Jonathan Warburton’s peaceful crumpet break, the team embarks on a tongue-in-cheek inspection of the crumpet-making process.
As the ad unfolds, Colman explores topping preferences – butter, jam, cheese, even avocado – all set to a re-recording of Wham!’s Careless Whisper, played once again by original saxophonist Steve Gregory. But in a twist of classic British comedy, Colman reveals the “inspection” is a ruse to steal a stash of crumpets, fleeing the bakery in a blacked-out vehicle loaded with “evidence.
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“You butter believe it was a tough job, but I was more than happy to oblige,” joked Colman.
“Let’s be honest – who really needs convincing that the Great British Crumpet is a National Treasure?”
Crumpets: A National Obsession
The ad comes backed by fresh data confirming Britain’s love affair with the crumpet. According to recent surveys:
- 71% of crumpet-eating Brits consider them a cornerstone of British culture
- 41% say crumpets deserve National Treasure status
- 75% prefer butter as the top topping
- 30% enjoy jam, while just 23% have tried cheese
- A surprising 8% approve of mustard as a topping
Warburtons and Colman Celebrate British Icons
Jonathan Warburton, Executive Chairman, said:
“We’re absolutely thrilled to have Olivia Colman join us for this crumpet adventure. If her ‘inspection’ is anything to go by, I’d say she agrees our crumpets deserve national treasure status!”
The campaign blends comedy, nostalgia, and national pride, continuing Warburtons’ tradition of iconic advertising while reminding viewers of the brand’s unwavering dedication to quality baking.
The full ad is now available online and will air for the first time on TV on May 3rd. Will the humble crumpet rise to sit among Britain’s greatest treasures? As Colman proves – it’s certainly worth a try.
