Nimble 'builder' by DDB London
DDB London has developed a TV ad to promote Nimble, Hovis's low-calorie bread. The 40-second spot opens on a group of workmen on a building site who can't understand why they have lost weight. One perplexed builder is seen carrying a window pane and hitching his trousers up. Another is drilling while his trousers fall down around his ankles. The ad then switches to a man making his sandwiches in a kitchen at home. As he reads the side of the packet of the loaf of bread the voice-over says: "Low calorie bread that tastes so good you'd never know."