Thick bread for difficult times


Economic shock waves, political unrest, tightening consumer credit, retirement savings at risk, and the looming threat of unemployment.

In these situations, advertisers often retreat to comfort, reassurance and tales of past victory over challenging times.

The latest ad from Hovis, a storied British bread manufacturer, certainly plays upon these themes. Victory in two world wars, the 1966 football championship …

While impressive and emotive on its own, the ad draws considerable influence from an earlier ad, directed by Ridley Scott (yes, that Ridley Scott) in 1973.

Scott’s Boy and His Bike regularly tops polls as the best ad in British history, and was relaunched for a 10 day run in 2006 to celebrate the bakery’s 120th anniversary.

Hovis has the new ad available on their site (but not embedabble). A “making of” featurette is available, and two historians provided insight into the details of the opening outdoor scene for the Daily Mail.

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