Hovis Advert

In the bread shop
Boy wearing brown old days styled hat, brown coat, brown shirt and dark grey top in possibly the 18th century with soot on his faceIn an old bakery with Hovis sign in the backgroundHolding a loaf of Hovis breadDialogue, baker speaks to boyMusic begins and plays throughout, is quite upbeatMCU of boy and camera tracks

Cart
Boy wearing same costumeOn a narrow street, with 'Hovis Bakery' sign visibleMeat hung on the right sideHorse neighsPan of boy walking to CU to show boy's expression to an ELS of boy and cart swerving

Women's March
Boy no longer wearing hat, but wearing a pale grey shirt and dark grey top with the brown jacket
Women wearing long dresses of darker colours. On a wider street possibly in Victorian era.Men/police trying to stop women and one woman is resisting. Signs 'Votes for Women' are visibleWomen chanting/shouting
Boy runs through the protest
ELS, MCU of boy who stops to watch

Soldiers
Boy wearing same costume but with a white shirtMen wearing army uniforms and holding guns
During wartime in Britain probably WW1
Boy marches with them and then runs away and jumps over a wall
People have gathered round to watch and girls are skipping by
ELSs, MCUs of a soldier and the boy when he marches along side them

Street with car
Boy can only be seen form behind and is wearing a similar jacket but with dark grey shorts and long socks
Men wearing suits with hats and woman wearing a flat dress/skirt and hat, standing by an old-fashioned car
Small dog on the street
Boy runs past
ELS, camera tracks

War - bombs, people passing and plane
Boy now wearing a blue top with the white shirt and dark grey shorts
On a street with rubble and black smoke rising so likely to be during WW2
A policeman, young lady, small boy, and old woman who carries a portrait look at him and walk through
Boy stops to look around
Dialogue from a wireless about never surrendering
Sound of aircraft overhead
Music dies down making mood more sombre
ELS of street with rubble, MCU and camera tracking of boy, MCU low angle of boy standing on rubble

Street Party
Boy wearing same costume
Another boy is dressed as a pirate with eye patch and bandana
British flags hung everywhere, so perhaps after winning WW2
Ladies wearing flowery and patterned dresses are serving food
Pirate boy waves at main boy, who waves back, goes under the table, takes a glass of orange juice and then comes up wiping his mouth as he runs off
Music more happy, fun, relaxed and begins to build up
Sound of general chatter and laughter
MCUs of pirate boy, MCUs and MSs of people at the table, ELS and camera tracks

Girls/Football players
Boy wearing a pale blue T-shirt, a brown leather jacket with white stripes and trousers
Girls wearing short dresses, boot and big hair are standing at street corner
Boy runs between the two girls, turns back, smiles at them, runs some more and waves at the football fans in the car
Car and windows in background are covered in England flags
Music more upbeat and faster
Girls giggle and football fans shout ‘Tottenham’ and jeer
LS and MLS of girls, MCU of boy smiling, ELS of football fans in the car and MS of boy running

Street with Asians and TV Shop
Boy wearing a striped top over a chequered shirt with a brown leather jacket
Asian women wearing a sari, Asian man wearing a large beige coat over a jumper
TV shop in background containing many TVs
ELS and MS and camera tracks boy running, ELS and MCU/MS of Asians

Cole not Dole strike/protest
Boy wearing a bright blue T-shirt and his brown jacket now has yellow strips on it
Protestors wearing jeans and clothes that are more modern and holding signs
Near an industrial site
Boy stops in the middle of the still protest and they stop shouting
The music also dies down
Chanting/shouting ‘Cole not dole’
A protestor shouts ‘Eh lad, isn’t it past your bedtime’ at the boy
ELSs of protest, MCU of boy’s expression, MLS of policemen, MCUs and ELSs of protesters from front and back, camera tracks boy slightly as he starts running again

Fireworks
Boy wearing the same costume
Now night and so it is dark
Boy runs and jumps over something with fireworks visible in the background probably for the new millennium
Sound of fireworks exploding
ELS, MCU and camera tracks

Home
Still wearing the blue T-shirt but with a plain brown modern jacket
Back in his home in 2008
Boy enters his kitchen puts the loaf of Hovis on the table and sits down at the table
Music dies down to a slower pace just before dialogue
Boy’s mum shouts from somewhere in the house ’Is that you home, love?’ and boy replies ‘Yeah’
MS of boy at table, MCU and LA of boy when he speaks, with final MCU shot of the loaf of Hovis bread

Sound throughout
The music dominates throughout, with the other sounds and the dialogue as background sounds often muffled and distant
The music throughout changes according to the time-period and events associated with it. For instance, with the war the music slows down and almost dies down to create a more serious and sombre mood. When the boy passes the girls and football fans the music suddenly becomes up-tempo, fast and lively.

Narrative/Story Throughout
The narrative of the advert is basically a boy buying a loaf of Hovis bread in what is likely to be the 18th century and the running through different time periods and zones until he gets to his home in 2008 where his mother is expecting him, presumably with the loaf of Hovis bread. He passes through a march demanding the right to vote for women, probably in the 19th century. He comes across soldiers marching during a world war as well as bombs destroying Britain in WW2. He also passes a street party that may have been celebrating their victory in the war. He passes some newly arrived Asians as well as a TV shop with the invention of TV already having taken place. He then runs into the Cole not dole protest and then past the fireworks for the new millennium. Finally, he reaches his home in the present. The idea behind the advert is that Hovis bread is ‘as good as it’s always been’, as the line reads at the end.