Samuel L. Jackson turns up the heat for Warburtons

We've had De Niro, Peter Kay, George Clooney, Sly Stallone and even the Muppets but, for the newest campaign for Warburtons, Hollywood legend Samuel L. Jackson takes the starring role.

Called Mad About the Bread the spot was developed by Joyful & Triumphant and Freud Communications, with direction from Declay Lowney at Merman and post work by Freefolk. The film sees Jackson take on the role of Warburtons boss Jonathan 'Lovely Crumpets' Warburton as he champions the UK's largest bakery brand.

With not-so-subtle dialogue nods to his iconic performance as Jules in Pulp Fiction, as well as some recognisable strumming guitars in the background, Jackson displays some fuuuuurious anger as he strides through the 130-second spot. 

“It was a pleasure to meet the man at the helm of Britain’s biggest family bakery," said Jackson, on working on the commercial. "And what an honour to follow in the footsteps of ‘Bolton alumni’, George Clooney and Robert DeNiro. We had a lot of fun on set so I hope people enjoy the finished product - the ad AND Toastie Loaf!"

“Spending time with the family talking about quality, you realise doing things properly is a family trait, bred (or baked?) into the current leadership," added  Billy Faithfull, Executive Creative Director at Joyful & Triumphant. "Take your baking seriously, but never yourselves said Jonathan’s father, Derek. So we figured the most unserious way to bring to life the Warburtons maxim was to cast Hollywood’s most serious monologist Samuel L. Jackson as Jonathan Warburton. We hope people will think twice before questioning the unique quality of a Warburtons Toastie Loaf, at least for the next generation or two."