Magazine article Marketing

Recall: Adwatch 15.10.08 - Hovis

Magazine article Marketing

Recall: Adwatch 15.10.08 - Hovis

Article excerpt

The bread brand has used cinematic values to evoke unashamed nostalgia.

When it comes to the 'crunch', history has proved that it is those clients who continue to advertise boldly that will come out the strongest on the other side. Other, more timid brands, will simply disappear during the crisis.

Hovis and its agency are therefore to be applauded for being big, brave and beautiful, while others are doing the equivalent of rolling up into a ball and waiting for a good kicking.

This is a return to cinematic values on a grand scale, and I suspect the agency enjoyed the process of film-making, for that is what this ad is, and it shows. Imagine the joy of location-finding, wardrobing and casting this film and then watching an excellent director and lighting cameraman at work.

The transitions are seamless and the cameos are beautifully observed.

The ad must be particularly poignant for Spurs fans, as they watch their dads and granddads celebrating in the days when they weren't bottom of the league. …

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