Advertising Warburtons Robert De Niro

Robert de Niro muscles into the bagel business with reference heavy Warburtons ad


By John Glenday | Reporter

May 13, 2019 | 3 min read

Hollywood legend Robert de Niro has taken up bagel deliveries after signing up for a starring role in Warburtons latest advertising campaign, which breaks on 17 May.


Robert de Niro breaks bread with Warburtons in bagel push

De Niro appeared alongside company chairman Jonathan Warburton, and dusted off some of his most famous characters as he seeks to undermine Warburton’s own bagel sales in favour of New York brands.

Gangster-style tactics include tying up Warburton's security guards and re-labelling products to his own 'Goodbagels' in an attempt to maintain a monopoly on the bagel market.

This industrial espionage takes place under the nose of Warburton himself, who believes the mob-style antics to be part of a new film pitch. De Niro wraps up his Bolton visit by ominously announcing that the story doesn’t ‘end well’.

The advert, from Engine and Freuds, ends with the actor ominously announcing that his story ends “not well”.

Robert De Niro said: “It was a pleasure to fly to the UK to film this ad with the Warburtons family, and star alongside Jonathan.Getting into the bagel business has been great fun, and I hope everyone enjoys the final cut."

Warburtons chairman Jonathan Warburton, added: “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."

The advert will appear on UK TV screens from May 17.

Vote for the campaign in The Drum's Creative Works.

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