Hovis brings back “the boy on the bike” in new TV ad

Hovis is making a TV ad comeback tonight (October 5), after a three-year hiatus, with an update of its famous, much-loved “boy on a bike” spot of the 1970s (above).

The ads mark the launch of the Hovis Good Inside range. They are part of a £5m integrated campaign spanning TV, video-on-demand, radio, digital, PR and in-store media.

The draws on the brand’s iconic “boy on a bike” character and uses 21st century CGI to create an adventure sequence (see clip below).

Sophie Lyons,  marketing manager at Hovis, says: “Hovis is a much-loved British brand, and with this latest advert for the Hovis Good Inside range, we were keen to harness this ‘brand love’ and pay homage to that rich Hovis heritage but in and new and exciting way.

“We think that kids will love this advert as much as their parents love the original boy on a bike, demonstrating how the brand remains relevant to families today.”

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