We love: Hovis’s classic Boy on the Bike ad

Boy on the Bike spot, which was directed by Ridley Scott.

There’s aren’t many ads that the viewing public would remember decades after their original release, let alone enjoy rewatching. Hovis’ 1973 advert Boy on the Bike is one of the rare exceptions to this rule.

Set in post-war Britain, the ad tells the story of a boy making his bread delivery at the very top of Gold Hill in Dorset, before free-wheeling his way back down.

Widely lauded for helping to launch the career of a young Ridley Scott, the film regularly tops ‘best ads of all time’ lists, alongside other classics such as Cadbury’s Gorilla and Guinness’ black and white Surfer spot.

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