Mother reprises Scott’s ‘boy on bike’ for Hovis debut

Mother is making its debut for Hovis (won from JWT last year) with an ad that bravely references Ridley Scott’s epic for CDP 40 or so years ago.

It’s for Hovis ‘Good Inside’ which has Omega 3 and stuff (doesn’t everything these days) and features three kids getting outside as their house expands alarmingly. Bit of a stretch, but there you go.

Here’s Rid’s original.

Could be out of the adam&eve songbook. Or vice versa, of course.

Hovis marketing manager Sophie Lyons says: “Hovis is a much-loved British brand. With this latest advert for the Hovis Good Inside range we were keen to harness this brand love and pay homage to that rich Hovis heritage but in a new and exciting way.

“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.”

Scott it’s not.

MAA creative scale: 6.

One Comment

  1. Oh dear… Oh bloody dear. This bears absolutely no relationship to the original charm and character of “Rid” spot whatsoever. Apparently the message today is, if you don’t eat your Hovis “butty” outside, you’ll end up entombed. And can someone please do a spot without massive CGI?

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