Nobody saw Robert De Niro’s Warburtons bagels TV ad coming, but while it’s gone down well with fans on Twitter, not everybody is quite so enamoured.

Step forward Piers Morgan.

The Good Morning Britain host took aim at the Oscar-winning actor during Tuesday’s edition of the ITV show, despite Piers once starring in an ad for Burger King.

“If you watch DeNiro in any of the great films he’s been in over the years, Raging Bull, Taxi Driver, Goodfellas… And now he’s in a Warburtons bread ad,” he raged.

“I don’t know how much dough rolled in for you, Bobby, but seriously… Really?

“One of the greatest actors of my lifetime is reduced to making bread commercials in a spoof?”

When Charlotte Hawkins and Susanna Reid recalled Piers’ infamous burger advert, he hit back, saying: “With humble respect to myself, I’m not one of the greatest actors of the 20th century, am I?

“You know the one who doesn’t do this, who has managed to maintain his integrity and still does outstanding work? Great movie choices, theatre choices… Al Pacino.

“What a great career that guy has had. He’d never do a Warburtons bread advert, would he?”

However, Piers appears to be in the minority, as the TV ad, in which De Niro sends up his various mobster roles in the likes of The Godfather and Casino, has gone down well with film (and bagel) fans…

Watch the full ad below…