Morgan Freeman Tells the Epic Tale of Warburtons Bakery

Another grand scenario from the beloved brand

Morgan Freeman interrupts his own voice-over in the Warburtons’ spot below to ask “What the hell’s a crumpet?” Then, he marvels that the cakes sport hundreds of holes, unlike bagels, which have just one. Doesn’t take much to blow this dude’s mind.

Freeman delivers the goods—and in this case, the baked goods—headlining an impressive 2-minute video spanning generations to celebrate the beloved British bakery.

“As gross as it may well sound, baking truly is in our blood,” says brand chairman Jonathan Warburton, who feeds Freeman straight lines (though not crumpets) during the advert. “It’s not every day you turn 150, and we wanted to mark this incredible milestone with everyone who’s made us a part of their family’s lives, from the breakfast table to the lunchbox, through five generations of dedication to our craft.”

He continues: “When it came to telling the story of our relentless passion for baking, well, who else could we possibly ask but the world’s most recognizable storyteller and the voice of God himself, Morgan Freeman. He brings an epic and memorable scale to our history, making even our humble beginnings sound rather grand.”

Morgan’s pipes and impeccable timing add class to the project, developed by Joyful & Triumphant, Merman and director Declan Lowney.

This marks the latest Warburtons campaign starring an Oscar winner. In 2021, Robert De Niro rocked a Goodfellas parody. Last year, Olivia Colman chewed scenery (and baked goods) in a cheeky crime spoof.