Brawn and bread: Sly Stallone stars in Warburtons campaign

Sylvester Stallone stars in Warburtons £18 million campaign, which explains the lengths the brand goes to deliver its bread.

The campaign, which is called "The Deliverers", was created by WCRS and debuted on ITV on 11 April during Britain’s Got Talent.

The 110-second ad is filmed in the style of a movie trailer and nods to some of Stallone’s best-known films, such as Rocky and The Expendables. The TV spot is backed by print, outdoor and social media work.

The campaign highlights the effort that Warburtons puts into delivering over two million loaves of bread to 16,000 shops every day.

Jonathan Warburton, the chairman of Warburtons, said: "We are the biggest baker in the UK to deliver fresh bread everyday. Our team of bakers and delivery drivers work around the clock, 362 days a year, to get fresh bread into the nation’s supermarkets all year round."

Stallone said: "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."

The work was created by Andy Lee and Jonny Porthouse, and directed by Declan Lowney through Another Film Company.