Hovis ad wins September Thinkboxes creative award
LONDON - Hovis's nostalgic bread epic has been named the September winner of The Thinkboxes, awarded in recognition of the UK's most creative advertising.
The ad, created by MCBD, has created a stir partly because of the big budget behind the 122-second spot but mostly because its evocation of Hovis' classic 1970s campaigns, which are among the most loved in British advertising history.
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In the unlikely event you've not seen the spot, it starts in 1886, with our star, a young boy, picking up a loaf of Hovis.
He then runs home, but as he passes through the streets of his town, he passes through momentous events in British history -- two World Wars, the swinging 60s, the miners' strike and the millennium celebrations -- before arrive home in 2008 with his loaf of bread, as good and wholesome today as it was 122 years ago.
It ends with the line "as good today as it's always been", marking a new era for the Premier Foods brand.
Chris Hancox, director of marketing at Paramount Comedy and Thinkbox Academy member, said: "I picked Hovis because it is beautifully done with lots of emotion, pride and nostalgia. It is a brand that really does live on and on."
It was not just with Thinkbox judges that the ad went down well.
Jon Goldstone, marketing director at Hovis, said: "We have had nearly 1,000 letters and emails in from our consumers. It is an ad that could be running for a long time."
Other ads in the running were HSBC's 'Lumberjack' and Audi's 'grip'. The full shortlist can be seen at the Thinkbox website.
Credits
- Client - Jon Goldstone, Premier Foods
- Ad agency - MCBD
- Creative team - Danny Hunt, Gavin Torrance
- Production company - Rattling Stick
- Director - Ringan Ledwidge
- Media agency - Starcom
Hovis: award winning ad
Tags
- United Kingdom |
- FMCG |
- Europe |
- MCBD |
- Hovis |
- The thinkboxes |
- Thinkbox |
- Television |
- Media |
- Advertising
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Comments
Philip Smith - 28/10/2008
Jon Goldstone, marketing director at Hovis, is going to be on the next show for Brand Republic.tv. So do post any questions you want us to ask him on the thread below.
Robert Clements - 28/10/2008
Sorry don't mean to harsh- but i really dislike this ad, i thought it was very corny. It was so clear they were trying to make something meaningful and i don't think it works. I'm sure hovis loyals who have grown up with it will like it...
Philip Smith - 29/10/2008
Do you dislike the idea or the execution? What would you like to have seen them do better?
dano - 29/10/2008
I would like to have seen Wayne Rooney make more of an appearance- he is definately in there somewhere \(see http://www.brandrepublic.com/Campaign/News/836312/Wayne-Rooney-selected-new-Hovis-ad/). I have watched over and over again an am sure I cant see him. Its like where's wally.
Robert Clements - 29/10/2008
I like the idea but thought the execution was a bit corny- saluting, fireworks etc a bit dreamy for me.
Aroo - 30/10/2008
It reminded me of the Volkswagen Golf GTI Forever ad that Ringan also directed. You can see it here: http://uk.youtube.com/watch?v=kENnmEGodzo
Aroo - 30/10/2008
I think they have been baked in the same oven. What do you think? ^
Philip Smith - 06/11/2008
I cannot vouch for Rooney, but the ad was shot on Merseyside. Its creative director tells all in the brandrepublic.tv show which goes live on Tuesday. Do take a look and let us know what you think.