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Diary: Pick of the week - Miles Calcraft Briginshaw Duffy/Hovis

Noel Bussey feels sad, happy, patriotic, nostalgic and craves bread when watching the Hovis ad from Miles Calcraft Briginshaw Duffy: "The idea is brilliantly realised and will not fail to touch any generation watching it - well, apart from cynical teens. Its lightness of touch ensures it isn't sentimental drivel and that it pays its respects to its predecessor, the boy on the bike." The ad was written by Gavin Torrance and art directed by Danny Hunt. It was directed by Ringan Ledwidge through Rattling Stick.

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