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Editor's Pick. Hovis ‘Go On Lad’

Agency: MCBD

Client: Hovis

Despite a raft of contenders, one ad stands head and shoulders above the competition this week.

Bread brand, Hovis, has launched a new advert, filmed on an epic scale.

It charts 122 years of the history of Britain, in 122 seconds to celebrate the baker’s 122nd birthday.

The ad spearheads a plan from Premier Foods to rejuvenate the Hovis brand - worth £380m – and includes a cast of over 750 extras

It depicts the highs and lows experienced by Britain during the company's existence including the first world war, the suffragette movement, the first motor car, the second world war, the Queen's coronation in 1953, the swinging sixties, England winning the 1966 World Cup, the 1980s miners' strike and the Millennium celebrations.
TV will be supported by a four-week cinema campaign plus press and in-store activity.

Hovis marketing director, Jon Goldstone, said, “The new advertisement encapsulates the strength of Hovis’ heritage and reaffirms the power of the brand.

“We have invested heavily in creating this epic to cement Hovis’ position as a leader within the bread category.”

The work was filmed by Rattling Stick.

See the 'Making Of' video.

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