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