Hovis goes back to 70s for new TV spot
By John Reynolds, campaignlive.co.uk, Tuesday, 25 May 2010 03:00PM
LONDON - Hovis is transporting viewers back to 1970s Gateshead for the setting of its latest TV ad, promoting a new bread loaf which it claims helps lower cholesterol levels.
The ad is for Hovis Hearty Oats, a loaf which is baked with 50% wholegrain oats and 50% wheatflour. The loaf is available from Asda and contains beta-glucan, an ingredient it claims can maintain cholesterol levels.
Hovis Hearty Oats is likely to be one of the major FMCG launches of the year, with parent company Premier Foods investing in a wider £5m marketing campaign to driver consumer awareness.
The retro-themed ad, created by MCBD, features classic cars, buses and bicycles from the 70s era. Locals were also asked to join the filming as extras. The new TV spot will make its debut on 4 June.
Hovis' recent "Boy on a Bike" spot was directed by South Shields-born film maker Sir Ridley Scott.
Hovis' rival Warburton's, as well as brands like Carling and Argos, are amongst those to have filmed ads in the Newcastle area in the past.
This article was first published on campaignlive.co.uk
- Nielsen Data & Sales Analyst Tarsh Lazare Marketing Recruitment c.£28K + Bonus + Excellent Benefits, Berkshire
- Senior Designer- super cool agency Dahling Ltd £45-55k, London (Central), London (Greater)
- Global Senior Brand Managers - OTC Healthcare Tarsh Lazare Marketing Recruitment £48K-£55K + Car Allowance + Bonus, Berkshire
- Marketing Manager FMCG Tarsh Lazare Marketing Recruitment c.£65K-£70K + Generous Car Allowance + Benefits, London (Greater)
- Packaging Designer Premier Media £120 - £200 per day, City of London
- Land Rover to move global ad account into Spark44
- Viacom to bring Breaking Bad to Freeview with Spike launch
- WPP's Martin Sorrell reconsiders strength of newspapers
- Group M retains £80m Lloyds media
- Gogglebox stars encourage viewers to vote
- Twitter hunts for UK marketer as it targets £180m ad revenues