Peter Kay stars in the latest celebrity-led commercial from Bolton bakers, Warburtons.
The “Pride and Breadjudice” TV advert is part of the company’s From Our Family to Yours campaign.
Kay’s appearance follows the hugely successful £25m Muppets campaign in 2015 and Sylvester Stallone’s £18m “The Deliverers”, which aired in the same year.
In the advert, Kay attempts to sell his big budget film idea to boss Jonathan Warburton.
The 180second commercial will make its television debut on Saturday in a one-off slot on ITV.
“I’m very proud to see my family’s story on the big screen and think Peter makes a brilliant Thomas Warburton. It’s been fantastic working with a fellow Boltonian – he really captures Warburtons’ personality and highlights just what makes our Seeded Batch loaf so special,” said Jonathan Warburton, chairman of Warburtons.
“There’s a reason it’s one of our best-sellers! Needless to say, it was a lot of fun to film and we’re looking forward to entertaining families once again across the country.”
“I’ve thoroughly enjoyed the whole experience of working with Warburtons in their new commercial and I’m so excited for people to see the final product. It looks and sounds beautiful,” added Kay.
The commercial was made by WCRS and directed by Declan Lowney of Another Film Company.
It will be supported by out of home, digital, social and public relations.