Warburtons: Burnt loaf

We wanted to hero the care & attention that the Warburtons family dedicates to the baking of their bread. It is this care that has ensured the freshest, best quality bread is still delivered to families throughout the UK, every day of the year. This has been bought to life in a TV campaign which takes an ordinary scene – such as the daily departure of the bread delivery vans from a Warburton’s bakery – and exaggerates it for dramatic effect, creating a parody of an emotional scene in an epic Hollywood feature film. In the same way, the print ads show real Warbutons staff in their daily work roles, ensuring the bread is the very best quality.

Audio post-production

Advertising Agency: RKCR/Y&R, UK
Creative Director: Mark Roalfe
Copywriter and Art Directors: Mark Waldron, Dave Godfree
Planners: Ben Kay, Liz Wolstenholme
Account Director: Elizabeth Blatch
Account Manager: Josh Harris
Agency Producers: Ruth Bradley, Amanda Gower
Media Company: Mindshare
Media Planner: Fleur Hoiles
Production Company: Sonny London
Director: Guy Manwaring
Producer: Alice Grant
Deputy Head of TV: Jody Allison
DOP: Nanu Segal
Steadicam Operator: Simon Baker
Production Designer: Hugo Luczyc-Wyhowski
Costume Designer: Spencer Horne
Editor: Mark Edinoff @ The Quarry
Post Production: Absolute Post
Post Production Supervisor: Phil Olham
Sound Design: Anthony @ Factory
Photographer: Paul Murphy

April 2010


ivan's picture

Love the selection of music. Strong concept, dramatic art direction. My fav TV this month.

quokkies's picture
253 pencils

It's look real, strong emotional, music is good, and what more i can say.... love it

circlel's picture
65 pencils

30 sec and dramatic, impressive indeed!!

KubaLibre's picture
78 pencils

Adagio for strings works every time, but still really nice execution

De souza's picture
De souza
25 pencils

Strong concpet+great direction= Great film

morse's picture
17183 pencils

Very nice ad. Love it.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Wordnerd's picture
6692 pencils

that campaign is great!

jbsellars's picture
75 pencils

Absolutely love this. Well done!

R U serious's picture
R U serious
416 pencils


Say my name, say my name...

funky_frogii's picture
2536 pencils

very nice

Infected by a virus called CREATIVE | "And ya I Love Everything"
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V's picture
76 pencils

reaaal good!

energio's picture
22 pencils

you've notice the paragon with the black man?

nothing is left to chance

Guest's picture

more than cool.

saidukaringa's picture
275 pencils

Very dramatic.... love it

Saidu Karinga
The Idiot


prs's picture
210 pencils

nothing but pure fun just like Warburtons and when it comes to screeching halt the fun's over. Nice work although not the best one.

Don't follow the herd - be yourself!

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