Is the Hovis ad the best ad of the year?

 I haven't seen a better ad in 2008. What do others think?

 For me it is definitely the ad of the year so far. It was a sweeping epic and I really liked it.

I had to excuse myself from the room with a glint in my eye when I saw it, and I wasn't even born in this country. So in terms of pure voyeuristic-nationalism, this one takes the cake. 

I can't think of a better ad this year but I don't think I was as overwhelmed by it as some people seem to have been. Got a bit bored towards the end.

It gets my vote. I knew they had something when friends and family said 'Have you seen the new Hovis ad?'. I haven't seen that kind of buzz about a TV ad since the Cadbury's 'Gorilla' ad.

Well, I was sitting there fast-forwarding the ad break of a show I had taped using Sky plus. I was using the x30 speed and noticed the Hovis ad as I whipped by.

So, i stopped and went back to watch the ad in full. That's really rare for me. Would never purposely watch an ad normally, but I knew to look out for this one.

I enjoyed watching it. Next time i'm fast-forwarding, it's not like i'll stop and watch it again. But I thought it told a nice story and the product was right there for all to see the whole way through the ad.

Job done.

It's a great piece of film. It's classic though seems to echo those days when agencies made great commercials - very CDP. But it also highlights the fact there are hardly any decent ads anymore. And most of those are one offs. Why? Because everyone is thinking short term not long term. Marketing should be an investment but narrow mindedness and the ‘make a quick buck to keep the shareholders happy’ mentality means it’s seen as a cost. And doing everything on a budget, fast and badly isn’t good marketing. Cutting costs isn’t the same as making money. What the whole industry needs to do – client and agency side – is get back to a value based industry and sell talent not time. The bigger issue is that the whole industry needs to radically change it's structure. It needs to move back to selling talent not time and not be driven by the wrong values. The term 'bubble wrapped' agencies is going about - referring to many agencies selling 80% air and only 20% substance. With planners and creatives being replaced with junior suits what do agencies have to sell anymore? Not thinking. A brooker service? Cost is dominant, and cutting is epidemic. If we are to get the industry back to a new golden era, instead of a very bleak one for all in marketing at the moment, we need it to re enigineer, changes it's values and refocus.

Creatively, it's a nice piece of work, but strategically it doesn't work for me at all--what does it say about the brand, going forward? As a consumer, what am I meant to think about Hovis after seeing this? Everyone knows Hovis has been around for years, yet that seems to be the only insight the film has been pegged upon.

It may be the best ad in the UK so far this year. But I'm not sure that's a ringing endorsement.

 I do like the concept and how they based it on the original Hovis advert.  However, I really don't like the end of the advert.  The way the boy speeks and express himself is very chavy.  I could have been a great advert if they have cats it better, or just shot the very last bit differently.

 Does anyone agree with me?

I agree in part that short termism is a barrier to be overcome.  But I think the cause is that advertising agencies have been found out.  Too many poor ideas, badly executed aren't the fault of the end clients. 

In my opinion the advertising landscape has changed and agencies haven't kept up (or understood) the way in which consumers "consume" their product.

 

I have not seen a better ad

 

Jermaine Stratton