Advertising is one of the most influential part of popular culture, and people can see a lot of advertisement about certain products through the television, the prints and the outdoor billboards. Either you hate it or love it, you cannot resist their interferences to stimulate consumers’ demands. The using of the advertising strategies, greatly promote the speed of products to occupy the market, at the same time deepening the impression of products for the customers.
Hovis is a UK brand of flour and bread, owned by Premier Foods. The brand, which originated in 1886 in Macclesfield, Cheshire, has been one of Britain’s favorite household name for generations. With over 125 years of baking expertise, Hovis is the major bread brand to use no artificial preservatives and add more of the wholesome goodness of wheatgerm.
Hovis has a heritage of great advertising, from the famous” Boy on Bike” which is regularly voted Britain’s favorite commercial of all time, to “Go on Lad”, which ITV viewers named their “Ad of the decade” in 2010. Moreover, the later ad reintroduce the original concept of a boy on a journey, clutching a loaf of bread. But this time the lad found himself running through all the major events of the last century before returning home safely in 2008.
Hovis Bread, using 122 seconds of advertisement time, shows us the 122 years of British history since Hovis bakery founded, demonstrates good representations of different time periods and important events that have taken place in the past. Hovis seize the long history to arouse the memory of people, transfer the patriotism of UK to the love of product, with a scene reappearance of major events in the video. When people watch this advertising, it is easy to contact national emotions with affection of bread itself, then the advertising achieve numerous loyal customers.
The moral of the story was that Hovis is “As good today as it’s always been”—which was a perfect encapsulation of the underlying brand...