I had to excuse myself from the room with a glint in my eye when I saw it, and I wasn't even born in this country. So in terms of voyeuristic nationalism, this one takes the cake. - Dan Leahul
I can't think of a better ad this year, but I don't think I was as overwhelmed by it as some people seem to have been. Got a bit bored towards the end. - Sophie Forster
It's a great piece of film. But it also highlights the fact there are hardly any decent ads any more. And most of those are one-offs. Why? Because everyone is thinking short term. Marketing should be an investment but the 'make a quick buck to keep the shareholders happy' mentality means it's seen as a cost. Doing everything on a budget, fast and badly, isn't good marketing. Cutting costs isn't the same as making money. - Chris Arnold
Creatively, it's a nice piece of work, but strategically it doesn't work for me - what does it say about the brand? Everyone knows Hovis has been around for years, yet that seems to be the only insight the film has been pegged upon. - Ormiston Groove
It may be the best ad in the UK so far this year. But I'm not sure that's a ringing endorsement. - Richard Hayter
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