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Mother London Gives Hovis' Iconic 'Boy on a Bike' Spot a Fresh New Look

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Johnny Hardstaff & Academy Films shoot a modern makeover of the 1973 spot

Mother London Gives Hovis' Iconic 'Boy on a Bike' Spot a Fresh New Look

Iconic bread brand, Hovis, makes its comeback to the nation’s screens after a three year gap this Monday evening, 5th October, with a NEW TV advert to launch the latest addition to its baking portfolio, the “Hovis Good Inside” range.

The TV spot, created by independent creative agency, Mother, draws on the brand’s iconic heritage for seeing the world through the eyes of a child, and for providing them with wholesome goodness to feed their everyday adventures but contemporises the story with a twist of CGI to bring you ‘the boy on a bike’ as you’ve never seen him before! A modern sound-track merges perfectly with the original Hovis music (Dvorak’s New World Symphony) for a nostalgic reminder of that famous advert.

Hovis believes kids should be outside having adventures and enjoying a healthy lifestyle and because behind every great adventure there's a sandwich, wrapped in tin foil and stuffed into a backpack, its latest innovation, the new “Hovis Good Inside” range has been made with the ‘added goodness’ of Omega 3 from  seeds, with Wheatgerm and Fibre, to provide the  good stuff kids need to get out and do great things  It’s this modern-day tension between screen time and the great outdoors that the advert explores.

In this exciting spot we see three kids doing everything they can to escape the clutches of a house that will stop at nothing to keep them inside. Will they make it out or will the house have its way and keep them trapped in its clutches? There's only one way to find out… 

The entire Hovis Good Inside portfolio will benefit from a £5m integrated campaign from October, which will span across TV, video-on-demand, radio, digital, PR and in-store media.

Sophie Lyons, Marketing Manager at Hovis commented: “Hovis is a much loved British brand, with this latest advert for the Hovis Good Inside range - we were keen to harness this brand love and pay homage to that rich Hovis heritage but in and new and exciting way. Positioning the brand as the provider of everyday goodness, we think that kids will love this advert as much as their parents love the original boy on a bike, demonstrating how the brand remains relevant to families today.”

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Post Production / VFX

Post Production Company: MPC

Producer: Dionne Archibald

Visual Effects: Adam Crocker & Anthony Bloor

Production Company

Director: Johnny Hardstaff

DOP: Carl Nilsson

Producer: Annabel Ridley

Production Company: Academy Films


Composer: Tom Player @ Wake The Town

Sound Design: Sam Ashwell @ 750mph


Editor: Joe Guest @ Final Cut

Creative Agency

Creative Agency: Mother London

Genres: Visual VFX

Categories: Food, Bakery

Mother, Mon, 05 Oct 2015 16:08:28 GMT