British bakery brand Warburtons has released a new TV advert, titled “Mad About The Bread”, featuring legendary Hollywood actor Samuel L. Jackson (SLJ) in the starring role.

The spot opens in Bolton, where Samuel L. Jackson has taken over the office of Jonathan Warburton. Dressed in Jonathan’s office attire of blue shirt and orange tie, the actor introduces himself as “Jonathan Warburton, chairman of the UK’s largest family bakery.” He then shares a social post in which a user named Steve questions the similarity of Warburton’s Toastie loaf with other shelf contenders. “What gives?! What gives tweety pie is me – Jonathan Warburton. I GIVE! And hell hath no fury like a baker scorned, Steve,” Jackson shouts.

The video then features a montage of “Jonathan” passionately describing the meticulous process involved in crafting the ideal Toastie loaf, emphasizing how it’s brimming with the bakery’s distinctive wheat blend and the rich history of 147 years of baking expertise. He also pays a visit to Steve’s parents, appearing on their doorstep at breakfast time and swapping out their “Warburtons wannabe” toast for the Warburtons Toastie.

Back in the factory, he and the team are shown testing for softness, butter-ability, and even the “bounce-back-ability”. Eventually, he knocks the door down of Jonathan’s office, where he meets the real Jonathan Warburton. “I couldn’t have said it better myself” the latter tells the actor.

The advert, which debuted on TV on September 22, is the latest addition to the brand’s lineup of storytelling adverts, which have previously featured George Clooney, Robert De Niro and Sylvester Stallone.

“It was a pleasure to meet the man at the helm of Britain’s biggest family bakery. And what an honour to follow in the footsteps of ‘Bolton alumni’, George Clooney and Robert DeNiro. We had a lot of fun on set so I hope people enjoy the finished product – the ad AND Toastie Loaf!” Samuel L. Jackson said.