The ad begins as a five year old boy and girl run through the field, chasing each other, playing tag. Suddenly they transform into twelve year olds. As they continue to run and play they grow taller, stronger and older until eventually we see them as adults with children of their own. A tagline appears ‘Hovis is for life’.
“We wanted the communication to reflect the wholesome, natural properties of Hovis bread, in the voice of a brand leader. It felt right to appeal to people’s emotions. Hopefully at least some of the audience will think ‘I wish my family had experiences like that’”
Brief: To position Hovis as a great source of natural goodness.<br>
The client challenged the agency to come up with something that felt much bigger than a conventional food ad and then had the courage of their convictions when it came time to make it.