TV ad: Hovis: Go On Lad

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Top 6: October 1st 2008

Hovis is an iconic British brand with huge amounts of latent affection and warmth. But recently it has lost ground to Warburtons . The marketing challenge was to put Hovis back in its rightful place as the most iconic bread brand in the country, leading with epic and emotional advertising focusing on Hovis’s heritage.
Hovis has been on the kitchen tables and in the hearts and minds of the British public for 122 years. The brand needed advertising to reflect that. It’s fitting, therefore, that the ad launched with a 122 sec. spot (one second for every year Hovis has been around) during Coronation Street on 12th September. It's also running on Cinema.
The ad via Miles Calcraft Briginshaw Duffy, London tells the story of a young lad who buys a Hovis loaf in a bakery in 1886, tucks it under his arm and carries it through some of the most important and iconic periods and events in our history home to his mum in 2008. The campaign carries the line “As good today as it’s always been”.