The Hovis ‘Boy on the Bike’ is back on TV

Hovis’ iconic 1973 ‘Boy on the Bike’ advert made a comeback to television screens across the UK last night, having been digitally remastered.

The ad is widely regarded as one of the best examples of UK advertising and helped launch the career of legendary director Sir Ridley Scott.

It cemented the image of the boy pushing a bicycle, with a basket of bread, up the steep slope of Gold Hill into the nation’s consciousness.

The location, in Shaftesbury, Dorset, has now become a tourist destination for fans of the ad, and a recent poll by Kantar saw brits vote ‘Boy on the Bike’ as the most iconic and heart-warming advert of all time.

The ad was reborn after extensive remastering and 4K digital restoration by Ridley Scott Associates and the British Film Institute (BFI) National Archive.

Jeremy Gibson, marketing director at Hovis, commented, “At Hovis, we have always been about being real, honest people, with a passion for baking bread. The values of our brand have never been more relevant, so we decided to remaster and relaunch our Boy on the bike advert. It represents the iconic, family-focused nature of Hovis that is at the heart of everything we do.”

 

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