UK bakery brand Warburtons faces a crumpet heist from Hollywood star Olivia Coleman in its latest campaign.

Devised by creative agency Joyful & Triumphant, with support from McCann Manchester for social, the advert will run across TV, video-on-demand, out-of-home, radio, social media and online.

It features a 120-second TV spot alongside 60 and 30-second cut downs.

Jonathan Warburton, chairman of Warburtons, said: “We’re absolutely thrilled to have Olivia Colman join us for this adventure. I might be biased but I certainly believe our crumpets deserve national treasure status, and if Colman’s enthusiasm for the ‘inspection’ is anything to go by, I’d say she does too.”

The hero film follows Coleman as she represents the fictional Department of National Treasures.

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Viewers can watch as she takes over the factory, delivering an impassioned speech on what it takes to become a National Treasure.

She soon gets lost in her daydreams as she imagines all the possible crumpet topping possibilities, ruling out mustard.

Her daydreams are accompanied by the saxophone solo from Wham!’s Careless Whisper, re-recorded by Steve Gregory, the original saxophonist.

The ad concludes with Coleman revealing it was all a ruse to get her hands on as many crumpets as possible.

Billy Faithfull, ECD and founder at Joyful & Triumphant, said: “Is there anything more iconically British than Olivia Colman eating a crumpet? For years now, we’ve been pairing icons of the silver screen with icons of the bakery aisle, so what a fitting pairing Olivia Colman and The World’s Favourite Crumpet (trademark pending) were. They really are both national treasures, and despite Jonathan’s remark in the ad, she really is as nice as everyone says.”