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Watch: Hovis brings back ‘Boy on the bike’ advert after 46 years

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After 46-years Hovis’s classic “Boy on the bike” advert will return to TV screens on Monday evening. The advert that was directed by Ridley Scott was crowned the “most iconic UK advert of all time” last month.

Research conducted by Kantar surveyed over 1,000 consumers and the advert was named as the “most iconic” in April.

Scott whose career was launched by the original advert remastered the advert in conjunction with the British Film Institute (BFI) national archive.

The advert which tells the story of a little boy pushing his bike up a cobbled hill, loaded with bread was first aired on TV in 1973.

Hovis said they want to introduce the advert to a new generation who will appreciate the “core message of hard-work, family and the strength of community.”

Jeremy Gibson, marketing director at Hovis, said, “The values of our brand have never been more relevant, so we decided to remaster and relaunch our ‘Boy on the Bike’ advert.

“Despite being over 46-years old, recent research has found that the advert is as good today as it’s always been and differs from adverts focusing on broader entertainment.

“We are seeing a mass movement across the country celebrating craftsmanship, traditional products and UK produce, and this advert is one of the most iconic examples of a brand celebrating the ties that bind us as communities and as a country, drawing on tradition but informing our future.”

Scott said, “I’m thrilled that the ‘Boy on the Bike’ is still regarded as such an iconic and heart-warming story which remains close to the heart of the nation.

“I remember the filming process like it was yesterday, and its success represents the power of the advert.”




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