New Hovis ad - Watch it here

LONDON - Hovis tonight broadcast its much-trailed 122-second TV spot, featuring the brand's classic boy-on-a-bike, to celebrate its 122nd birthday.

Created by Miles Calcraft Briginshaw Duffy, the spot encapsulates the entire time period by using a boy who picks up his bread in 1886.

During his journey home, he travels through time and Britain’s major historic events, to deliver it to his mum in 2008.

As he walks out of the shop, wearing a cloth cap and scruffy clothes, he is almost run over by a horse and carriage.

As his journey progresses, and his clothes change to suit the era, he runs past women’s rights marches, posters for the Titanic and young soldiers marching to World War I.

He then climbs over the debris of the Blitz and past charred remains of houses.

The second half of his journey sees him run through a street party for the Coronation, pass by people celebrating the 1966 World Cup win, get stuck in the middle of a stand-off between miners and coppers, and witness fireworks heralding the new millennium.

It ends with him dropping the bread on his mum’s table.


Hovis relaunch
Jon Goldstone, marketing director, Hovis
Re-establish Hovis as a legendary bread brand
Creative agency
Miles Calcraft Briginshaw Duffy
Gavin Torrance
Art director
Danny Hunt
Andy Nairn
Media agency
Starcom MediaVest
Media planner
Jon Kershaw
Production company
Rattling Stick
Ringan Ledwidge
Richard Orrick, Work
The Mill
Audio post-production
National TV, national press

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 PHD and ITV storm Media Week Awards

PHD reigned supreme at the 2016 Media Week Awards, after winning media agency of the year and the coveted Grand Prix for its work for Sainsbury's Christmas campaign, while ITV won sales team of the year.

Just published