Hovis Bread ad was voted best advertisement for 2009 year on British Television Advertising Awards (BTAA). It’s a great idea masterfully realised, it represents the timelessness of a good freshly baked bread, as made by Hovis. Rattling stick company really have outdone themselves with this one and Ringan Ledvige is proud of his work.

The initial setting of the ad is somewhere during world war 2, with parts of London in pieces, planes dominating the skies and troops marching the armies. Through all of that scuffle a little kid runs, carrying his package no matter what gets in his way, every obstacle or distraction getting only the tiniest bit of attention before he returns to his real goal, which is hidden for us at this point.

Behind a corner modern world awaits him, civil unrests, fireworks and traffic blocking his way, but still he runs home with his package, unwrapping it only to reveal Hovis’s bread, as requested by his mother… This commercial represents how the most basic pleasures of life are what drives us forward trough any bumps we run into the way, and that nothing compares with having a warm meal at home.

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