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Hovis, Stuck

Hovis Gives it’s Iconic ‘Boy-on-a-Bike’ Advert a Fresh Feel

Iconic bread brand, Hovis, launches a new TV advert to launch the latest addition to its baking portfolio, the “Hovis Good Inside™” range.

Created by Mother and directed by Johnny Hardstaff for Academy, the ad draws on the brand’s iconic heritage for seeing the world through the eyes of a child. 


In this exciting spot we see three kids doing everything they can to escape the clutches of a house that will stop at nothing to keep them inside. Will they make it out or will the house have its way and keep them trapped in its clutches?





Production Company

Academy Films


Johnny Hardstaff

Agency Producer




Production Company Producer

Annabel Ridley


Carl Nilsson


Joe Guest @ Final Cut

Sound Design

Sam Ashwell @ 750mph



VFX Producer

Dionne Archibald

VFX Supervisors 3D

Andreu Lucio & Anthony Bloor

VFX Supervisor 2D

Adam Crocker

Line Producer

Sandra Eklund

Grade MPC Colourist

Jean-Clément Soret

VFX Team

Steve Oakley, Jessie Amadio, Olivier Sicot, Edward Taylor, Amir Bazazi, Tushar Kewlani, David Filipe, Alessandro Granella, Nick Smalley, K. Gandhiraj, Manjunath Ramakrishnaiah, Monalisa Xess, Shashi Kant Kamal, Sravan Kumar, Abhinandan Madhu, Caroline Pires, Akhil K.P, Martin Joas & Zach Zhao