After finding fame as the writer of the Hovis commercial featuring a boy on a bike and for coining the "Reassuringly expensive" line for Stella Artois, Seymour went on to lend his name to the "Seymour", adland's long-established term for a £100,000 pay cheque. Seymour, who was 61, is survived by his wife, Fiona, and his son, Sid, 19. A memorial service will be held in February. Anybody wishing to attend can contact firstname.lastname@example.org.
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