Hovis "good inside" by Mother

Hovis has returned to TV advertising after a three-year hiatus with an update of its famous "boy on a bike" spot.

The ad promotes Hovis’ new Good Inside range and is part of a £5 million integrated campaign spanning TV, video-on-demand, radio, digital, PR and in-store media. The launch ad, created by Mother, shows the world through the eyes of a young boy as he rides to escape being trapped within the walls of his family's house, which build around him at incredible speed. It is Mother’s first campaign since winning Hovis’ advertising account in 2014, replacing J Walter Thompson.