George Clooney is the latest celebrity to appear in an ad for U.K. bread brand Warburtons—but he gets eclipsed by a delicious piece of toast.
In the latest commercial from Engine, company CEO Jonathan Warburton, who has also appeared in spots starring Robert De Niro, the Muppets and Sylvester Stallone, is seen in his office preparing a piece of Warburton's "Toastie" bread with almost religious zeal, to the strains of "Ave Maria." It turns out he's mid-Zoom call with Clooney, whom he decides to ignore, shutting his laptop and declaring, "He can wait."
After De Niro appeared in an ad for the brand, much was made of the fact that to fund his recent divorce, he had to take "every project," including cheesy commercials. (Side note: De Niro also just appeared in an ad for Switzerland Tourism.)
However, Clooney is not taking the advertising shilling—his fee for appearing in the spot has been donated to the Clooney Foundation for Justice.
“To use internet-speak, we are all Jonathan Warburton in 2021," said Billy Faithfull, chief creative officer at Engine in a statement. "Faced with the choice between another Zoom call or a little me-and-toast-time, only a true baker, born and bred, would choose Toastie over Clooney. It’s the Warburtons family’s enduring obsession with quality that makes toast worth slamming a laptop shut on George Clooney for. If you wouldn’t, maybe you’re eating the wrong toast.”
Running on U.K. TV from this weekend as well as social media, the spot was directed by Declan Lowney at Another Film Company.