"Strength Baked In"

21 May 2025

40s

Signs of the times.

DAVID might not believe in ghosts, but he does believe in ghost signs. These are old, hand-painted advertisements which have been preserved on a building longer than the firms they represent. Most went out of business years or decades ago, but not Hovis. In the brand's first ad for some time, it commemorates the ghost signs found in places like Stockport and Preston.

It's a lovely way to celebrate where the brand's been and where it wants to go. Does it feature a nod to 1973's 'The Bike Ride’? Of course it does! There's a bicycle, but it's propped up against a wall as kids scroll on a phone. Dvorak's 'New World' Symphony, meanwhile, is replaced with 'Remember My Name' by Sam Fender.

Not only does the ad take inspiration from the past and present, it takes a leaf out of Cadbury’s book. The way a boy presents a slice of toast to a woman who paints a new Hovis sign is very 'There's a Glass and a Half in Everyone', and it's clear that agency VCCP—custodians of Cadbury since 2017—regard Hovis as a kindred brand.

UK

Bread / Bread Products