Sly Stallone Earns His Crust for Warburtons

With Arnie lending some star power over at Comparethemarket.com, the (oven) gloves are well and truly off for Warburtons' latest campaign, 'The Deliverers'. London-based agency WCRS brought in none other than Hollywood heavyweight Sylvester Stallone to highlight the extreme lengths the bakery brand goes to in order to deliver its bread.

Helmed by comedy director Declan Lowney through Another Film Company, the 110-second spot takes the form of a blockbuster movie pitch by Sly to bakery boss Jonathan Warburton, in which the veteran actor casts himself as a fiercely dedicated baker and delivery driver. As you'd expect, tongue-in-cheek references to Rocky and The Expendables abound, from snappy one-liners - 'It's bake or break time'; 'Time to earn my crust!' - to the Eye Of The Tiger soundtrack and an epic finale on the steps of Bolton Town Hall.  

Despite struggling to get in the right side of the delivery truck, Sly himself seemed to enjoy the experience:  “I thoroughly enjoyed my time in Bolton and particularly loved spending time in the bakery. Maybe I should have stopped beating up bad guys a long time ago and gone into baking instead.”