Staple British bread brand Hovis has announced that they are to replace their famous ‘boy on the bike’ advert with a new epic TV commercial, showcasing over 100 years of the nation’s history. Part of Hovis’ huge relaunch campaign, the ad will be a mammoth 122 seconds long celebrating the 122 years since Hovis was established.
Filmed in Liverpool, with a cast of over 750 extras — many of whom are ordinary Brits cast off the streets, the ad depicts the highs and lows experienced by Britain during Hovis’ existence – including World War I, the suffragette movement, the first motor car, World War II, the 1953 coronation, the swinging sixties, England winning the World Cup, the 1980’s miners’ strike and the Millennium celebrations. It ends with the poignant message ‘As good today as it’s always been’ reinforcing Hovis’ strong brand heritage and marking the beginning of a new Hovis era.