Hovis Miss Chief

Hovis Hearty Oats bread was presented as a source of goodness in “Miss Chief”, a television commercial charting the life journey of a mischievous schoolgirl through to adulthood. Starting in the late 70s, the heroine is seen riding her bike, playing football and getting up to mischief in school. Following a montage of the young girl’s high jinks, the advert cuts to present day, where she has grown up but is still enjoying the same song, albeit in the more sophisticated setting of her own, homely kitchen! As a couple of slices of Hovis Hearty Oats pop up from her toaster, a voiceover intones, “Sometimes it’s good to be good. New Hovis Hearty Oats, the only bread baked with 50% oats to help maintain normal cholesterol.” The advert won Gold award for direction at British Arrow Craft Awards as well as for Best Actress going to Eliza Newman.

Hovis Miss Chief

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The Miss Chief ad was developed at MCBD by chief creative officer/art director Danny Brooke-Taylor, planning director Andy Nairn, account directors Michael Pring and Layla Potter, agency producer Hannah Boase, working with Hovis Bakery marketing director Jon Goldstone.

Filming was shot by director Vince Squibb via Gorgeous Enterprise, London, with producer Spencer Dodd and director of photography Jess Hall.

Editor was Russell Icke at The Whitehouse Post. Post production was done at The Mill, London, by VFX producer Gemma Smith, 2D lead artist Wes, assist Siro Valente and colourit Adam Scott.

Audio post production was done at Grand Central Studios, London.

Music is ” Ça Plane Pour Moi”, by Plastic Bertrand.