Hovis: Good Inside

Hovis has made a comeback under the technical supervision of director Johnny Hardstaff via agency Mother London with a latest ad that breathes new life into its iconic Bike campaign.

Created to promote the brand’s Good Inside range and produced through Academy Films, the new work will break on UK TV tonight after a three-year hiatus and the piece employs a twist of CGI to reintroduce the biking theme alongside childhood adventure.

There’s also a modern soundtrack incorporating the original Hovis music (Dvorak’s New World Symphony) for a nostalgic reminder of the famous advert from the 70s.

“With this latest advert for the Hovis Good Inside range we were keen to harness the brand love and pay homage to that rich Hovis heritage but in and new and exciting way,” says Sophie Lyons, marketing manager at Hovis. “Positioning the brand as the provider of everyday goodness, 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.”