Hovis Bread Go On Lad

Hovis Bread in the UK is presented as the bread that lasts through the ages in “Go On Lad”, a TV advert connecting the 19th, 20th and 21st centuries. The spot starts with a boy buying a loaf of bread from a late 19th century bakery. He takes this little brown loaf home to his mum in the modern day, and his journey takes him through defining moments in modern history – the suffragette movement, both World Wars, the coronation, the mini-skirted sixties, the 1966 World Cup, the miners’ strike and the millennium. The boy reaches home with a wry smile and a title fades up: ‘As good today as it’s always been.’

Suffragettes in Hovis TV advert

Click on the image below to play the video.

World War II scene in Hovis TV advert


The Hovis campaign was developed at MCBD, London, by creatives Danny Hunt and Gavin Torrance, with agency producer Lorraine Geoghegan.

Filming was shot by director Ringan Ledwidge via Rattling Stick.

Sixties scene in Hovis TV advert

Sound design was developed by sound engineer Aaron Reynolds at Wave Studios, London. Aaron’s brief was to keep the sound natural but filmic. His solution was to use realistic sound effects, such as body movements and footsteps, but mix them in a detailed and rich style. Each footstep noise was carefully selected to make sure it hit the right historical surface – a dust track or a tarmac road, say. Aaron spent days sourcing historically accurate effects, everything from horses and carts to vintage cars, in order to create different decades and environments through sound.

Editor was Richard Orrick at Work Post. Post production was done at The Mill, London.

Music is by Working for a Nuclear Free City, licensed via Leland Music.