Warburtons lands Robert De Niro to advertise bagels

Star of The Godfather Part II turns up in Bolton to make chairman Jonathan Warburton an offer he can't refuse.

Warburtons is this week launching the latest in a string of epic ads in which A-list celebrities pitch their movie ideas to company chairman Jonathan Warburton – this time starring Robert De Niro.

The two-minute spot, "GoodBagels", was created by Engine and Freuds, and promotes Warburtons’ recently launched bagels. It features the Raging Bull star turning up at Warburton's office in Bolton to outline a scenario in which De Niro and his gang of goons take over the Warburtons bagel business, rebranding its products as "GoodBagels".

It was created by Charlie Gee and Tian Murphy, and directed by Declan Lowney through Another Film Company. The media agency is Mindshare.

The spot will debut on social media tomorrow (14 May), followed by TV on 17 May. It will be supported by digital and out-of-home activity.

De Niro's appearance follows that of Sylvester Stallone, The Muppets and Peter Kay in Warburtons ads. There were reports that De Niro was set to star in a Warburtons ad last year, when he was seen dining at an Italian restaurant in Halifax, West Yorkshire, not far from Bolton, in Greater Manchester.

Warburton said: "As an iconic New Yorker, Robert De Niro knows his way around a bagel, so it’s great to have his seal of approval. We’ve spent months perfecting the recipe and process to ensure we delight families up and down the country with the best thing since sliced bread."

Billy Faithfull, executive creative director at Engine, added: "For as long as I can remember, I’ve always wanted to do an integrated marketing campaign starring an Oscar-winning mobster, a bagel and a fifth-generation family-owned bakery brand.

"The bar is set so ludicrously high that a Warbies brief brings out something special in every person involved. From clients, agencies and production team, everyone puts their hearts and souls into it. Is the juice worth the squeeze? Fugeddaboutit! That means yes."

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