Three 10-second spots will appear in the first ad break of this evening’s episode of Coronation Street. They will also be available on the brand’s YouTube channel.
They aim to build excitement ahead of this Saturday’s launch of an ad to promote Giant Crumpets, which will feature a mystery celebrity.
The tongue-in-cheek creative mentions three UK celebrities – Louis Walsh, Gareth Gates and Keith Chegwin – who are all supposedly so impressed by Stallone’s performance in Warburtons last ad that broke in April, that they call Jonathan Warburton himself to star in a new ad for Warburtons Giant Crumpets.
Unfortunately for the trio, Warburton refuses to speak to them. The films end by asking:"#whoisnext?"
The copywriting and art direction was handled by WCRS creative team Andy Lee and Jonny Porthouse. The films were directed by Declan Lowney through Another Film Company.
Jonathan Warburton, the chairman of Warburtons, said: "Ever since our Giant Crumpets landed in stores, the phone hasn’t stopped ringing.
"It’s great to receive attention from some of the UK’s showbiz favourites, however it takes a special kind of star quality to be the best in bakery and we’re really looking for giant personalities to celebrate the arrival of our newest product."