Hovis

1. In the bread shop
Costume: Baker is wearing big baker’s hat. Boy is wearing a white shirt with a brown flat cap. Would assume it was a working class outfit. Baker then says “here ya go lad”, in northern English accent.
Props: In the background you can see the bread is stored on wooden shelves, unlike nowadays.

2. Cart
As he’s coming out onto the street we can hear a horse neighing, then it’s a shot of him running out in front of the cart and it just missing him. It’s an old fashioned cart.
Costume: man in cart is wearing a bowler’s hat, and old clothes. Nurse is wearing an apron and blue pinafore.
He runs down the road pasting the nurse, and then we see him pass a poster of the titanic, showing its 1912. Runs through a large gate, with a chain, he looses his cap.

3. Woman’s March
Boys costume slightly changes.
Costume: The suffragettes are wearing Victorian dresses whilst waving placards with “votes for women”. Men are in suits clutching briefcases.
There’s a lot of screaming and shouting. There are lots of people trying to stop the protest. Men are trying to take the women away.

4. Soldiers
Boy is running through crowds of people, they are wearing army outfits and holding guns. Music repeats itself and is quite happy. Looking at the soldiers we think around WWI. Very busy and noisy, the soldiers being waved off. Girls are wearing ribbons on their straw hats. From quite happy music it changes slightly to a lower pitch, sounding slightly sadder.

5. Street with car
The car is still old fashioned, but more modern than horse and cart. The boys costume changes too, long socks, shoes and grey shorts. People standing by the car are wearing suits and top hats. Music is quite lively again.


6. War
Houses are black and ruined, furniture destroyed. Debris everywhere. People walking down the road with their baggage looking very sad, with smoke coming from the houses and streets around. Fighter jets are flying over head. And Winston Churchill’s speech on the old fashioned radio “we will fight them on the beaches”. The boy looks worried and upset, wearing a grey vest, blazer and shorts. The interior of the houses are dark, showing how bad the outcome was. Boy stands on the rubble looking around him.

7. Street party
Now in the 1950s, boy turns up in the street for the queen’s coronation party. Music is much faster and upbeat, such a happy feels to it. There is cheering, shouting; overall sounds like the enjoyment from a lot of people. There is much more brightness, children running around wearing nice clothes. The long table is full of nice food; the boy takes a glass of lemonade as he goes past.

8. Girls/football players
Costume: boy changes to brown leather jacket and a jumper underneath. The Girls are wearing outfits like Twiggy’s; red boots, mini skirts.
Just from the costume we know it is the 1960’s. As the boy runs down the street, a car passes him, there are men waving flags and shouting out “champions”. This is when England won the world cup in 1966. There are specifically British flags not English, showing the true best of British and nothing else. The houses are terraced, more working class.

9. Street with Asians and TV shop
Costume: flared collar, patterned shirt and bright jumper.
The TV shop shows how the technology is developing. There is also an Asian couple with connotes the multi cultural Britain.
This is the 1970’s; the guitars show the music of that time.

10. Cole not Dole strike/protest
Costume: The boy is wearing a blue t-shirt with a brown jacket.
This is the 1980’s miners strike, there is no music here, and all you can hear is the shouting from the protesters. “Ey lad ain’t it past your bed time”- again with the northern accent and its trying to say why are you out this late shouldn’t you be at home safely.

11. Fireworks
There is more modern music, quite dancy. And all the shot shows are a pan of him running along the river with loads of fireworks in the background. This is showing the Millennium.

12. Home
Costume: wearing a brown hoodie. The bread has been packaged now into a plastic bag with the ‘Hovis’ sign on the side. The mum shouts down “that you home love?”, again in a northern accent. The kitchen has lots of wooden surfaces and looks rather modern; he sits at the table looking quite pleased with himself. “Yeah” he says back with a grin on his face. The way his mum talked to him was as though he’d only ‘popped’ out to the shops, unaware of the journey he really had.

13. Sound throughout the sequence
Overall the music is generally quite fast, as they flick through the different decades it changes slightly. At the miner’s there is complete silence but then begins up as we reach the next year. As I said before you can hear the shouting and screaming and also the young boy running from place to place.

14. Narrative/story development through whole advert
It starts in the 1800’s with the young boy buying bread from the bakers, then he runs though the different decades exploring different times, until he returns himself back home to his mum in 2008. The advert emphasises the fact it is Britain and not England, with the flags. It connotes that Hovis has still managed to stay with us, strong, whilst all these events have happened over the years.