This advert was devised for Hovis to promote the return of their unsliced little brown loaf, which was first sold 122 years ago. The Hovis ad lasts 122 seconds long, and is one of the longest adverts ever shown.
Every second represents a journey through time, as a young boy (13 year-old Brian Mackie), purchases a Hovis loaf in 1886, then travels through the highs and lows of British history, before he brings home said loaf to his mum in 2008. During his trip the lad witnesses events such as the suffragette movement, the first and second world wars, England's 1966 world cup win, the miners' strikes of the 1980s and the Millennium celebration.
A previous Hovis advert, which used a brass version of Dvorak's New World Symphony and was directed by Ridley Scott, was voted the best advert of all time in 2006.
The new advert costs £15million (which is a lot of bread for a commercial about a loaf). Now if only Hovis could reduce the price of their loaf back to what it used to be in 1886....
New Hovis ad - Watch it here
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