We can all recall (or envisage) the days when young Ridley Scott was making nostalgia-soaked films for Hovis.
And current owner Premier Foods is pushing nostalgia about as hard as it will go, latterly with the Hovis through the ages epic and now with this film by Dare and Blink plugging Hovis’ 100 per cent British wheat with a farmers’ race.
It’s a nice film, well-directed by Dougal Wilson, but it’s lacking something. It would be too easy to say an idea. So let’s refine it a bit: there’s no bloody bread apart from the pack shot.