Hovis releases 'making-of' film for MCBD campaign

LONDON - Hovis today released a video which goes behind the scenes of its latest TV ad, which skips through British history over the past 122 years.

The ad depicts events through the eyes of the Hovis boy, who travels through two world wars, the 1966 World Cup triumph, up to the Millennium celebrations.

The ad, shot by Miles Calcraft Briginshaw Duffy, ends with the strapline: "As good today as it's always been".

The two-minute ad will launch during Coronation Street on ITV1 on Friday September 12.

It was filmed in Liverpool and used a cast of 762 extras.

Hovis's new ad is the major part Premier Foods' £380m plan to revive the Hovis brand, which was established 122 years ago.