Hovis brings back classic ‘boy on bike’ advert, 46 years after last appearance

‘Most iconic UK ad of all time’ returns to screens after being remastered by director Ridley Scott and the British Film Institute

Henry Saker-Clark
Monday 03 June 2019 09:10
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Hovis said it hopes to introduce the advert to a new generation who still appreciate its ‘core message of hard work, family and the strength of community’
Hovis said it hopes to introduce the advert to a new generation who still appreciate its ‘core message of hard work, family and the strength of community’

Hovis’s classic “Boy on the Bike” advert is set to return to TV screens across the country, 46 years after it was last seen.

The short film, which was crowned the “most iconic UK advert of all time” last month, will be shown on ITV on Monday evening.

Renowned director Ridley Scott, who launched his career with the original advert, has remastered it in conjunction with the British Film Institute national archive.

The “Boy on the Bike” first aired in 1973 and tells the story of a little boy pushing a bike loaded with bread up a cobbled hill.

The advert was named the UK’s “most iconic” after research firm Kantar surveyed more than 1,000 consumers on the most heartwarming and memorable advert.

Hovis said it hopes to introduce the advert to a new generation who still appreciate its “core message of hard work, family and the strength of community”.

The advert has been revamped through a 4K digital restoration, while its score of Dvorak’s New World Symphony has been rerecorded by a new generation of the original Ashington Colliery brass band.

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.”

Director Scott said: “I’m thrilled that the ‘Boy on the Bike’ is still regarded as such an iconic and heartwarming 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.”

PA

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