So, you saw it too—the new Warburtons ad with that unmistakable face and thought, “Wait, is that Olivia Colman?” Yep, it absolutely is.
Colman Stars in New Warburtons Advert
Olivia Colman, the Oscar-winning actor we’ve loved in The Crown, Broadchurch, and The Favourite, stars in the new Warburtons advert, The Inspection. It’s a two-minute advert packed with tongue-in-cheek charm, airing during Britain’s Got Talent. And it doesn’t disappoint.
In this latest TV spot, Colman arrives at Warburtons’ Bolton HQ as an undercover agent from the fictional Department of National Treasures (D.O.N.T.), ready to decide whether Warburtons crumpets deserve National Treasure status. It’s dramatic, it’s absurd—and it’s funny.
She storms the bakery floor, barking orders like “walk and talk, baker boy!” at bakery boss Jonathan Warburton while investigating the Great British Crumpet. And yes, Colman demands nothing short of perfection.
But halfway through, the ad takes a dreamy detour—Colman imagines herself as a crumpet connoisseur, enjoying stacks of buttered heaven to the tune of Careless Whisper (with the sax solo re-recorded by Steve Gregory, no less). It’s playful and surreal in the best possible way.
Turns out, the whole inspection was a ruse. Colman just wanted a lifetime supply landed in her kitchen. Mission accomplished.
Olivia Colman Joins a Line of Hollywood Stars
This isn’t Warburtons’ first time working with Hollywood stars. Their ads have featured big names before. Think Samuel L. Jackson delivering a fiery speech, or Robert De Niro plotting bread-based takeovers. Even George Clooney got involved. Now Colman joins that same league, adding her name—and quirks—to the brand’s growing hall of national treasures.
With Colman’s enthusiasm, the ad stands out, but the bigger win is how Warburtons has made bread—and now crumpets—something to get excited about on the big screen. If you think that’s an exaggeration, just check the response online.
A Toast to the Perfect Toastie Loaf?
Warburtons has long been known for more than crumpets. The toastie loaf is a British staple. While this ad zeroes in on crumpets, don’t be surprised if a Warburtons toastie loaf gets its own moment of fame soon. After all, if you’re going to make the perfect toastie loaf, why not do it with the flair of a spy drama?
Whether it’s TV ads, new recipes, or playful stunts with A-listers, Warburtons is leaning into bold, creative content. And it’s working.
Final Thoughts
With a mix of dry British humour, nostalgia, and top-tier celebrity cameos, Warburtons is doing what few bakeries have managed—turning loaves and crumpets into talking points. This new TV advert, featuring Olivia Colman, keeps the streak alive.
From Samuel L. Jackson to Jonathan Warburton, from the national treasures in our pantries to those on our screens—this campaign is full of flavour.
And honestly? Now we want crumpets.