D’Arcy enlists Nobel prize scientist for Hovis campaign

Dr Richard Roberts, the Nobel prize-winning scientist, is the star of a new Hovis commercial that is designed to update the brand’s traditional advertising.

Dr Richard Roberts, the Nobel prize-winning scientist, is the star

of a new Hovis commercial that is designed to update the brand’s

traditional advertising.



The 30-second ad breaks this week as part of a pounds 7 million above-

and below-the-line campaign through D’Arcy to support the launch of

Hovis Crusty.



The ad, ’Richard’s wasted years’, features Roberts eating some crusty

bread and considering some of the great inventions of his lifetime, such

as the jet engine, the discovery of DNA and the launch of the

internet.



Roberts, a DNA biologist, wishes that he could have come up with

something as good as Hovis Crusty.



The ad uses modern imagery and bright colours in stark contrast to the

traditional northern scenes the brand’s advertising is known for.

However, it maintains its signature tune, the New World Symphony by

Dvorak, and the ’raised the Hovis way’ strapline.



Nick Hastings, executive creative director at D’Arcy, said: ’The new

commercial moves the ’raised the Hovis way’ campaign up another gear and

builds on the existing advertising heritage.’



Ian Greengrass, the Hovis marketing manager, said: ’The Hovis brand has

been synonymous with the best quality bread and successful advertising

campaigns for more than 100 years, so it is fitting that we should

pioneer a new sector with Hovis Crusty and publicise the launch with a

brand new campaign.’



The commercial was written by Roger Holdsworth, art directed by Phil

Chitty and directed by Chris Hartwill through RSA Films. Media planning

and buying are by BBJ.