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Created by Miles Calcraft Briginshaw Duffy, the spot encapsulates the entire time period by using a boy who picks up his bread in 1886.

During his journey home, he travels through time and Britain’s major historic events, to deliver it to his mum in 2008.

As he walks out of the shop, wearing a cloth cap and scruffy clothes, he is almost run over by a horse and carriage.

As his journey progresses, and his clothes change to suit the era, he runs past women’s rights marches, posters for the Titanic and young soldiers marching to World War I.

He then climbs over the debris of the Blitz and past charred remains of houses.

The second half of his journey sees him run through a street party for the Coronation, pass by people celebrating the 1966 World Cup win, get stuck in the middle of a stand-off between miners and coppers, and witness fireworks heralding the new millennium.

It ends with him dropping the bread on his mum’s table.

Credits

Project
Hovis relaunch
Client
Jon Goldstone, marketing director, Hovis
Brief
Re-establish Hovis as a legendary bread brand
Creative agency
Miles Calcraft Briginshaw Duffy
Writer
Gavin Torrance
Art director
Danny Hunt
Planner
Andy Nairn
Media agency
Starcom MediaVest
Media planner
Jon Kershaw
Production company
Rattling Stick
Director
Ringan Ledwidge
Editor
Richard Orrick, Work
Post-production
The Mill
Audio post-production
Wave
Exposure
National TV, national press