At last, Hovis lives up to its brand strengths with a great, nostalgic ad that covers the past 122 years in 122 seconds. Epic stuff. What's really good about it, however, is the little touches, the attention to detail. I particularly like the blink and you'll miss them nods to immigration in the 60s and 70s. And it's all done, essentially, from a working-class perspective (explicitly so with the miners' strike), which is where Hovis has always been best at placing itself. The only thing missing is Dvorak's Largo, the famous Hovis theme.
It's lovingly shot, it looks accurate (the street in the 70s is spot-on) and the kid's performance is superb.
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