Warburtons has unveiled its latest star-studded TV ad, The Inspection, featuring none other than Academy Award-winning actress Olivia Colman in a role that’s equal parts deadpan and deliciously absurd.

In a spoof-style operation worthy of MI5, Colman storms the Warburtons HQ in Bolton posing as a high-ranking agent from the entirely fictional “Department of National Treasures” (D.O.N.T). Her mission? To determine if Warburtons crumpets are worthy of ‘National Treasure’ status—or so she claims.

Hot on the heels of past campaigns featuring Hollywood icons like Robert De Niro and Samuel L. Jackson, this new 2-minute commercial sees Colman delivering a delightfully tongue-in-cheek performance opposite chairman Jonathan Warburton, who once again plays himself. What starts as an official “inspection” quickly descends into a crumpet-fuelled caper, complete with suited agents, absurdly serious dialogue, and a slow-motion saxophone sequence soundtracked by a newly recorded rendition of Wham!’s Careless Whisper—performed by the original saxophonist, Steve Gregory.

As Colman waxes lyrical about crumpet toppings—from classic butter to the more controversial mustard—her motives soon unravel. By the ad’s conclusion, it’s clear the inspection was merely a clever ruse to secure a carload of fresh crumpets, much to Warburton’s bemusement.

Colman said of the shoot: “You butter believe it was a tough job, but I was more than happy to oblige. Though I’m surprised Jonathan, a.k.a. Baker Boy, didn’t rumble me from the start! Let’s be honest, who really needs convincing that the Great British Crumpet is a National Treasure?”

Jonathan Warburton added: “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 Olivia’s enthusiasm is anything to go by, she does too!”

Backing up the tongue-in-cheek campaign, new data from YouGov reveals that 71% of Brits consider crumpets a cornerstone of British culture, while 41% say they deserve “National Treasure” status. Butter remains the nation’s favourite topping (75%), while jam (30%) and cheese (23%) follow behind. Somewhat surprisingly, 8% of Brits are on board with mustard.

The Inspection premieres on ITV during Britain’s Got Talent on Saturday 3rd May and is expected to be another classic in Warburtons’ run of witty, big-budget adverts. Whether or not crumpets are officially recognised as a national treasure remains to be seen—but if Colman has her way, they’ve already made the cut.

Image credit: Warburtons

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Editor: Kiran Grewal kgrewal@kennedys.co.uk