Monday, September 15, 2008

122 Years of Hovis




This is really rather good.

The Creatives have been allowed to depict some of the bleaker bits of our history, not just the upbeat stuff. Kudos to the client for realising how much better that makes it.

79 comments:

Anonymous said...

I agree. Big up to the client and agency.

The miner's strike scene was particularly strong.

Anonymous said...

bit long and boring!

Anonymous said...

what, because it doesn't have any 'shock' value?

I will add though - it's a shame the bread is so shit.

Anonymous said...

reminds me of 'perfect day' a bit....

Anonymous said...

bit bbc.

Anonymous said...

sorry scrub that - meant the bbc ad with the little kid walking through. think there was a link to perfect day....doh.

Anonymous said...

no, 11;56

i just found it a bit long and boring. is that ok with you.

Anonymous said...

ahhh, the (post) mtv generation.

Is it a 60? If so, prob will be better as a 40. Still nicely observed though. Who directed it?

Anonymous said...

is it a 60???

you moron, its double that.!!!

provato said...

...erm, no!

I think that the idea of the hero "walking" or "running" through different stages of history, or different landscapes, or different whatever is done sooooo many times in the past year that it has lost any impact...

...to me at least.

sorry...

Anonymous said...

who you calling a moron? - retard!

I saw it once on air, and it didn't seem like 2 mins. It never does if you quite like what you're seeing.

Anonymous said...

um, its 122 seconds long, 1 second for each year hovis has been around.

muppets.

Anonymous said...

It may have been 'done sooooo many times' before, but its about our/Hovis' heritage, not the method of communicating that. I found it really quite touching.

Anonymous said...

12.19

cheers, anorak boy....

john woods said...

That bread has got to be stale.

Anonymous said...

Nice ad.

What was the budget? £2m on cast!?

provato said...

anonymous 12:19... oh god this is you leading me to the point where I didn't want to go...


I mean... you know, we are only talking about bread here, don't you think a simpler approach would be more appropriate?

I am not eating bread (or anything else for that matter) because is part of my heritage... I am eating it because it is... bread!

still, thank you for your answer to my comment. :-)

Anonymous said...

He's not an anorak - he just reads stuff. There has been press all over the place about it. Directed by Ringan Ledwidge. Quite nice, but each generation/decade/era looks quite similar. The colours don't change very much throughout I felt. And I think that's what makes it a bit on the boring side.

Anonymous said...

Provato - It's that heritage that makes people buy stuff. If people think of a product, no matter what it is, as quintessentially British, then it will probably sell more than the latest brand out there.

BAD COMEDIAN said...

best thing since... alright i'm going.

Anonymous said...

i quite like it (particularly the music), but is it not just chris palmer's 25 year golf spot?

DC @ Lunar said...

For what it is worth I really like the Hovis ad, I watched it three times when it was put up on David Reviews.

Anonymous said...

Sorry mate...! Not trying to enter into an argument!

But there is so much bread out there; This Hovis campaign separates themselves from the rest!

Surely advertising does not roll with the mantra that bread is just bread, water is just water or a phone is just a phone. We like to imbue inanimate functional stuff with aspiration and inspirational emotion.

Anonymous said...

dc @ lunar

stop licking arse.

that comment is like wearing a bracelet on your left ankle to let everyone know you're available.

3 times. vomit you did.

George said...

12.49. Right on. The point is that it's not just bread.

PH said...

I think it's great. Shame they felt the need to tick the PC box though with the token Asian couple.

Douglas bader said...

I liked the Spitfire flying over the kid. I assume it's a Spitfire although the engine didn't sound like a Merlin.
It couldn't have been a Mescherschmitt or the bloody Jerry would have strafed the poor kid. The sausage sucking, squareheaded, Nazi swines.

Anonymous said...

1.08

That was indicative of a certain time in Britain's history (the 70's?) when Pakistanis/Indians first came over. Again, nicely observed.

So it's not token at all.

PH said...

1.25
So we've got both world wars, the jubilee, the miner's strike and that other famous event, 'a certain time in Britain's history (the 70's?) when Pakistanis/Indians first came over.'

Anonymous said...

ph:

yeah, we have.

it was fairly seismic in terms of forming modern britain. I picked up on it, and equated it with the other references.

maybe you're just ignorant.

PS you missed out votes for women....or doesn't that register either?

Anonymous said...

It's just 'nice'. The worst Ringan ad I've seen. Way too long. Not worthy of it's own post that's for sure. Like someone said, the whole walking through history thing has been done to death.

AP of CRAP said...

its nice, but i saw it on tv the other day and it drags, on a cinema screen this would be really nice

AP of CRAP said...

also, he ran all that way and by the time he has had 2 slices, he'll need to run the same distance to get another loaf, should have used his loaf (pardon the pun) and bought more bread

Ted said...

Really you like it?
It's well done, but boring from my point of view. And not new, and that's the worst thing.

Douglas Bader back from the dead said...

Hey. It's only an advert you lilly livered, behatted, turned up jean wearing ponces. I didn't shoot Jerry down in flames just so you lot could sit on your arses all day fooling around on the internet and thinking that saying web 2.0 is the equivalent of earning a living. Get off your bloody arses, get some perspective and do some bloody work.

It's entirely unspiffing.

Anonymous said...

I actually find it quite refreshing to discuss, as opposed to the usual stuff.

At least it doesn't have a twee soundtrack, pretend it's down with the kids with the stock 'cool' but 'real' yoof casting, and shows a feel for tone and empathy.

Not that fashionable, I know, in today's ironic climate.

Yes, it's not the most original thought, but for Hovis it fits. And it's nicely done. Don't agree that Ringan has let himself down at all. He's quite clearly added a lot to it.

PH said...
This comment has been removed by a blog administrator.
Anonymous said...

ph:

not really.

I'm just not thick.

Eduardo's ankle said...

Usual MCBD stuff. Not original, but OK.

Better than the P&O ads, which was done by the same team, but average at best.

The last Hovis ad by DDB was more refreshing, to the point, and cheaper.

Anonymous said...
This comment has been removed by a blog administrator.
PH said...

If people have a different opinion to you, it doesn't make them thick. Why don't you email me and we can arrange to continue the conversation in person?

PH said...

to anon 2.01

Anonymous said...

Does nobody else feel that the look could have been slightly more obvious when moving forward a decade or two? There wasn't a different grade or colour between the opening and the ending. That's why it's boring. A bit bland. I agree with whoever said that it's Ringan's weakest - but that doesn't make it crap by any stretch of the imagination. Ringan's worst is everyone else's best - well almost everyone.

Anonymous said...

PH - it's always the way - people discuss their opinions. Some of those people can't accept criticism, and their egos get in the way and it descends into name calling. 'PC' and 'Thick' are about as tame as it gets.

Anonymous said...

ph

what's your email address???. or maybe just give me your address and i'll come over and bitch slap you.

Anonymous said...

biatch!

provato said...

Dear "Surely advertising does not roll with the mantra that bread is just bread, water is just water or a phone is just a phone. We like to imbue inanimate functional stuff with aspiration and inspirational emotion."

I think that one of the virtues of good advertising is realism and perspective.

I respect your view, but nothing will convince me that a nation's heritage is amongst the first, say, 5 aspirational things you could relate to bread.

And I am not being cynical here, or "relativistic" (excuse my horrible english...) - All I am saying is that I want a more solid and realistic connection with the product. :-)

Anonymous said...

File under 'average'.

Anonymous said...

But Provato, for the most part, bread is bread, especially when it the mass-market prole-fuel that Hovis is. All you can do to separate it is come up with some 'hear-warming' load of old batshit. Like this.

Anonymous said...

But Provato, for the most part, bread is bread, especially when it the mass-market prole-fuel that Hovis is. All you can do to separate it is come up with some 'hear-warming' load of old batshit. Like this.

Anonymous said...

Wot a bloomin' cheesefest

Anonymous said...

that was really nicely done. great tv.

makes me want some hovis.

and a restored and an updated Leyland Princess.

Charles Frith said...

I've been using the Hovis example in China to show that warts and all (non tech, rustic, pastoral, impoverished) is a really valid route if we can just get past the shiny white teeth brigade.

elfin earhole said...

My old man had an Austin Princess. It was fucking rubbish. I sheared the gear stick off trying to get the bastard into 2nd gear.

LimitedTimeOffer said...

I rather enjoyed that, thanks Scamp.

Anonymous said...

You do wonder whether some of the 'haters' are a just a bit jealous they didn't land a brief of this scale? Personally I can't see anything wrong with tying the brand into the nation's heritage. If you are going toe-to-toe with the Warburtons and Kingmills of this world you may as well play the card they can't. "National treasure" and all that. One question though - what were the folks hanging out of the Mark 1 Cortina celebrating?

Anonymous said...

Nice enough ad, not sure it'll win any awards probably for the fact it is just a bit too nice.

Talking of awards anyone know what won at The Sharks, or whether Campaign Big will ever release the long awaited shortlist?

Anonymous said...

4.36 - World Cup 66 victory

Sam Roberts said...

Hovis' advertising heritage goes all the way back to old painted outdoor advertising, a.k.a. Ghost Signs:

http://brickads.blogspot.com/2008/09/hovis-update.html

mm said...

are the fireworks at the end a gentle nod to when we blew the shit out of iraq?


I like it because bread isn't just bread anymore and this is a gentle reminder that it should be and only Hovis can be. i think.

Better than the horrible contrived Kingsmill cack.

Anonymous said...

gotta be one of the gayest ads i've seen, fucking dull too.

Anonymous said...

is it worth all the money they spent producing it? Sommers town cost half that much and look how well that turned out.

Bit of a miserable ad too. They only thing it's missing is footage of Hillsborough. Maybe Lockerbie.

Duffy was always a miserable c*nt so it doesn't surprise me too much....

Anonymous said...

'Is that you back home love?'

No one says that. A contrived line to top off a boring fucking ad that long outstays its welcome.

Anonymous said...

7.42

I agree it isn't wholly original as a concept, but the fact they don't shy away from the hard stuff I think gives it a real depth - and is actually quite radical.

Better that than the 'happy' and therefore addy stuff we normally get. Someone somewhere has had some balls....good to see.

Anonymous said...

what's with the bilious venom and bitterness, previous anons?

it's a good ad. it's good viewing. it's well executed. it's for bread. bought by women most likely.

show us a better bread ad.

Rupert James said...

Stale.

Anonymous said...

Best Ringan Ad i've seen, great emotion and scale. People are always looking for a chink, is it jealousy, frustration, bitterness, or a general anger with how life can be so unfair.

Anonymous said...

jApparently the production budget was 600 grand.

Quote that back at your producer next time they're telling you your script can't be done for the money.

Anonymous said...

Asked my mum if she liked the Hovis ad and she said she liked the monkey banging on the drums better.

That certainly didn't cost 600k to make. And it was original.

Walking through time ads have been going around as long as Hovis. Maybe thats what the idea was...

Alex said...

It's brilliant.

I don't care if it has been done before, 'cos I don't remember who did it. But you'll remember this

I wonder if the haters are just jealous. My mum buys Hovis and she'd fucking love this ad. Let's get out mums to slog it out and decide.

Anonymous said...

do you work at MCBD as well?

George said...

Best Ringan ad ever? Really?

He's done some corkers, not least Lynx Getting Dressed. Or Vodafone Cartwheel. Surely not his best. But not bad all the same.

tonimoroni said...

Don't mind it, but wasn't there a 25 years of the Golf ad recently? That seemed a better 'walk-thru-time' execution.

Anonymous said...

Maybe your right and the Ringan lynx ad is better, not sure about the cartwheel one though. It's the best big budget Ringan ad for bread done in 122sec i've seen.

Anonymous said...

Would have been more engaging if the film had contained 122 pop culture references and there'd been an online competition to spot them all.

Anonymous said...

it is to advertising what "a very long engagement" was to cinema.

very long... and very boring.

Anonymous said...

It's not the best piece of advertising I've seen. But it's not bad either, and a lot better than a recent swedish version of, basically, the same film. Only that one is set in Sweden, the main character a grown man and he is drinking beer. The brand is Mariestad, as I recall.

Anonymous said...

I didn't like when it cut to the from day to night (for the fireworks) then back - I've suspended enough disbelief already and that was just too much.

Anonymous said...

It was a later Griffon engined Spitfire you heard, which is why it sounded wrong.
The deep bass snarl is quite distinct form the more musical Merlin which we associate with the Battle of Britain.

A small mistake by Hovis in an otherwise intelligent advert.