Samuel L Jackson has played a gangster drug dealer in Jackie Brown and cool Marvel spy Nick Fury – but his starring role as the new face of Warburtons bread might just be his most iconic yet.
Warburtons has once again pulled it out of the bag and landed a bonafide Hollywood A-lister to front their new campaign, with Avengers star Samuel, 74, the latest to promote their brand of bread and bagels.
The long line of famous ambassadors has included George Clooney, Peter Kay, Sylvester Stallone and even The Muppets.
Plus, who could forget Robert De Niro’s truly bonkers campaign in 2019?
So, Samuel is in great company and he seems pretty comfortable in his new role as Warburtons ambassador.
Their new advert shows the Pulp Fiction actor star as Jonathan Warburton, who receives some pretty negative feedback from a customer on X (formerly known as Twitter).
Samuel L Jackson has taken on a new very iconic role (Picture: Warburtons)
Hell hath no Fury like a baker (or Samuel) scorned (Picture: Warburtons)
The fake Warburton meets the OG Mr Warburton (Picture: Warburtons)
Samuel’s new advert will hit TV screens this Friday (Picture: Warburtons)
‘I’m a good guy, family man, but sometimes Johnny Lovely Crumpets won’t cut it,’ he says while slicing into his buttery toast.
In a cheeky reference to his Marvel role as Fury, then he warns: ‘Sometimes you need Samuel L Jackson to play you in a commercial because when I see this from “Steve” up in my socials it unleashes a furious anger in me.’
The unsavoury message from ‘Steve’ reads: ‘@Warburtons Jonathan, I love your Toastie loaf, but I’ve seen other Toastie loaves in the shops that look exactly the same. What gives?!’
Steve managed to positively rile Samuel, ahem, Mr Warburton, up as he then embarks on a rage-fuelled rampage which includes breaking his laptop in half, kicking his way through doors, throwing Steve’s parents’ toast in the street (of course, not Warburtons) and screaming in the middle of a field of wheat.
In one of the best scenes, a set of portraits see the actor portraying other members of his family through the generations – and even his great-great-great mother wearing a baker’s outfit.
‘Hell hath no fury like a baker scorned,’ he warns.
Eventually, Samuel comes face-to-face with the real Warburtons chairman as they clink their cups of tea.
Samuel said of starring in the fun ad campaign: ‘It was a pleasure to meet the man at the helm of Britain’s biggest family bakery. 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!’
Robert De Niro’s gangster Warburton divided the nation (Picture: Warburtons)
George Clooney became an ambassador in 2021 (Picture: Warburtons)
Jonathan Warburton, Chairman of Warburtons, added: ‘Samuel L Jackson was a pleasure to work with and is welcome back at our bakeries any day. Not many people can be that commanding and so charming at the same time, and I love his hilarious take on why our Toastie loaf is the real deal.
‘Quality will always be at the core of our fifth-generation family run business, and our new ad highlights this commitment to freshness and quality in all that we bake.
‘Inviting the big-screen hero of Samuel L Jackson into the business was a uniquely memorable experience, and we hope to bring some light-hearted humour to viewers at home – while reminding the nation that our Toastie truly offers our customers the best of the best.’
It remains to be seen what fans think of Samuel’s advert but De Niro divided the nation when he played a gangster in Warburtons’ 2019 campaign.
In 2015, Rocky actor Stallone played a ‘tough, uncompromising delivery driver, commanding a crack squad of bakers hellbent on delivering the very best’ in his advert, while Clooney attempted to pitch an idea to Mr Warburton, only to be snubbed by the bakery boss.
Samuel’s advert will go live on social media from Thursday September 19 and will air on UK TV from Friday September 22.