The new Hovis ad depicts a cross country race with hundreds of farmers battling various obstacles to cross the finish line.
The ad, by Dare, is directed by Dougal Wilson, the director of the John Lewis ‘Always a Woman’ spot. The ad, which breaks on 9th April, was shot near Macclesfield, Cheshire which is home to the first Hovis mill.
The spot includes some genuine Hovis farmers who grow British red wheat exclusively for the brand. The ad was written by Gavin Torrance and art directed by Danny Hunt. The production company was Blink. The £3.5m marketing campaign also includes outdoor, social media, digital advertising, in-store, a print partnership with The Sun and PR support.