Thinkboxes September 2008 Winner: Hovis ‘Go on Lad’ by MCBD

This epic spot for Hovis illustrates the brand’s heritage by taking a condensed trip through modern British history.

The commercial, created by MCBD, aims to evoke the spirit and style of Hovis’ 70s ‘Boy on the Bike’ ad, which recalled the days when young lads were sent to collect the family loaf.

The current 122-second ad depicts the highs and lows experienced by Britain during Hovis’ existence. The boy picks up his loaf in 1886, when the brand was founded, and runs home through the ages, including the two World Wars, the ‘swinging 60s’ and the miners’ strike of the 80s, before delivering the loaf to his mum in 2008.

The ad ends with the tagline ‘As good today as it’s always been’, which aims to reinforce Hovis’ heritage and mark a new era for the Premier Foods brand.

We have that lovely mix of heritage and progress, so we started playing around with this idea that Hovis is as good today as it has always been.

We have had nearly 1000 letters and emails in from our consumers. It is an ad that could be running for a long time.

Jon Goldstone Marketing Director at Hovis

Chris Hancox, director of marketing at Paramount Comedy and a 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.’

Hovis fought off strong competition from HSBC’s ‘Lumberjack’ and Audi’s ‘Grip’ ads, which were placed second and third respectively.

Agency MCBD; Director Ringan Ledwidge; Creative Danny Brooke-Taylor; Prod Co Rattling Stick

HSBC- Lumberjack 

  • Agency JWT London 
  • Director Vince Squibb

Audi Quattro- Grip

  • Agency BBH 
  • Creative Paul Yull, Adi Birkinshaw
  • Producer John Madsen

Also shortlisted

  • Burger King- Polygameat
  • Ford Fiesta- This is now
  • Levi Strauss- Secrets and lies
  • Metropolitan Police- Follow
  • Orange- RockCorps

Click here to see who won the previous award

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