Hovis, the UK's fastest growing bread brand, is launching an exciting new TV advertising creative by MCBD as part of its 5m campaign to support the introduction of new Hovis Hearty Oats. The campaign, which breaks on the 5th June, charts the life journey of a mischievous schoolgirl through to adulthood. Starting in the late 70s, the heroine is seen riding her bike, playing football and getting up to mischief in school. Following a montage of the young girl's high jinks, the advert cuts to present day, where she has grown up but is still enjoying the same song, albeit in the more sophisticated setting of her own, homely kitchen! As a couple of slices of Hovis Hearty Oats pop up from her toaster, a voiceover intones, "Sometimes it's good to be good. New Hovis Hearty Oats, the only bread baked with 50% oats to help maintain normal cholesterol."
Project name: Miss Chief Client: Jon Goldstone Marketing Director Brief: To launch the Hovis New Hearty Oats Creative agency: MCBD Art director: Danny Brooke-Taylor Producer: Hannah Boase Planner: Andy Nairn Media agency: Starcom Media spend: 5m Production company: Gorgeous Production company producer: Spencer Dodd Director: Vince Squibb DOP: Jess Hall Editor: Russell Icke Post-production: The Mill Audio post-production: Grand Central Exposure: UKvia www.coloribus.com