UK bakery chain Warburtons have roped Hollywood heavyweight Robert De Niro in as the latest big name behind its new advert - 'Goodbagels'.
Anyone worth their salt will recognise that the mini-movie ad pays homage to De Niro's legacy as a famed gangster genre actor - and particularly, his iconic role as Tommy DeVito in 1990 Martin Scorsese flick GoodFellas.
The two-time Oscar winner may have enjoyed starring roles in the likes of Raging Bull and The Godfather: Part II, but now he can say he's worked with the Bolton-based bakery - which will no doubt be the new highlight of his IMDB credits.
In the cinematic advert, which has the tagline 'From our family to yours', De Niro plays a character not unlike the ones we know and love him for.
He and his dodgy accomplices can be seen tying up a security guard with duct tape before breaking into the Warburtons factory to re-label their products as 'GoodBagels'.
"Watch the dough roll in," De Niro says in the voiceover.
"Bada bing, bada boom - you're looking at the new boss of Bolton."
De Niro in the new Warburtons advert. Credit: Warburtons
De Niro admitted he had 'great fun' appearing in campaign, which marks the launch of Warburtons new bagels (available in cinnamon and raisin or plain), saying: "It was a pleasure to fly to the UK to film this ad with the Warburtons family, and star alongside Jonathan.
"Getting into the bagel business has been great fun, and I hope everyone enjoys the final cut."
Warburtons has even shared a behind-the-scenes video for the mini-movie - in which we see De Niro struggling to pronounce the name of the famous British bakery chain.
Company chairman Mr Warburton added: "As an iconic New Yorker, Robert De Niro knows his way around a bagel so it's great to have his seal of approval.
"We've spent months perfecting the recipe and process to ensure we delight families up and down the country with the best thing since sliced bread."
De Niro follows the likes of Peter Kay, The Muppets and Sly Stallone, who have all appeared in ads for the company.
Robert De Niro flogging bagels from a Lancashire bakery company. Who'd have thought it?! Let's get him on the crumpets next.
Featured Image Credit: Warburtons