Will Hovis’ ‘Boy on the Bike’ still be a winner 46 years on?

Hovis is bringing back Ridley Scott’s famous ‘Boy on the Bike’ ad, 46 years later. It was recently voted the most iconic British ad, even by people who, presumably, can’t remember it first time round.

It’s been digitally remastered with a newly recorded version of Dvorak’s New World Symphony by a new generation of the original Ashington Colliery brass band. The original emanated from CDP.

Hovis marketing director Jeremy Gibson says: “The values of our brand have never been more relevant, so we decided to remaster and relaunch our ‘Boy on the Bike’ advert.

“Despite being over 46 years old, recent research has found that the advert is as good today as it’s always been and differs from adverts focusing on broader entertainment.

“We are seeing a mass movement across the country celebrating craftsmanship, traditional products and UK produce, and this advert is one of the most iconic examples of a brand celebrating the ties that bind us as communities and as a country, drawing on tradition but informing our future.”

Director Scott says: “I’m thrilled that the ‘Boy on the Bike’ is still regarded as such an iconic and heart-warming story which remains close to the heart of the nation.”

The new ad debuts tonight so we’ll have to wait and see if the old magic has been enhanced. Here’s a rather creaky old one.

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About Stephen Foster

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Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.