Skip to content
Subscriber Only
Alex Webb

Robert De Niro’s Bagel Caper

What the Hollywood star's spot for a small British bakery says about the future of the ad industry.



Photographer: Archive Photos/Moviepix/Getty Images

When was the last time that, when given the option to skip, you watched one of those ads before an online video through to the end?

For me, it was probably British baker Warburtons’ latest pre-roll spot for its bagels. That wasn’t because I have any particular fondness for the doughy treat – I don’t. It was just an entertaining ad: Robert de Niro turns up as a gangster to pull off a Goodfellas-style heist. It’s pretty funny.