Hovis Advert

ADVERT:



SECTIONS ANALYSED:

1) In the bread shop: Direct point of view, backwards track, small child - 6-8 years old, old-fashioned clothes - brown cap and jumper, chef - white chef hat and jacket, sound of horses and joyful cheers, chef says "there you go lad", back in time, old fashioned shelves of hovis bread, happy adenturous sentimental sort of music - piano, beginning of the 20th century.

2) Child tries to cross road, almost runover by horse and cart, horse noises, stomps and shouts, terror in child's face, he runs under gate, titanic posters on brick walls, suggest 1910's, cobbled roads, old england.

3) Child loses cap, looks at a women's march, he looks a couple of years older, noises of protest and jostling crowds, he skips through the middle, suggests movement in time and history.

4) Child pushes through to march alongside army of soldiers, 1920's? they have old fashioned rifles and uniforms - khaki and green, other little children run alongside, happy feeling, soldier smiles back at child, child runs and climbs up wall, music continues, he salutes at the soliders from a wall, respect and discipline.

5) Happy couple and a friend next to a car, posh suits and posh dress and hat, they are well made up - special occasion, car is old fashioned black, 30's? terraced housing with black wooden doors, old fashioned, a god chases child as he enters alleyway with metal pipes and bricks rather than cobbles, he kicks a can.

6)Music breaks onto one quiet note as child looks around at devestation, ruins of houses and smoke suggest there has been bombs, war - 40's, a family walk past, lady in black hat and dress looks sombre - death and funeral, sound of Churchill on radio as war plane flies over.

7) Suddenly music picks up loudly, there is a street party, happier times, kid dressed up as pirate and parents are giving children food laid out in tables, union jacks make it very British, child is cheeky and takes some food and runs.

8) Music really loud with more computerised sounds now, he runs past too girls in more progressed dresses, more 50's-60's, he runs past two made up girls who look excited, a car drives past with england flags, football fans chanting "champions" so we know it is 66, england won world cup.

9) Child begins to run down street, music really kicking in, cars drive past faster and more modern, Asian couple walk past - representing multi-cultirism, they wear more modern long beige coats.

10) 80's now as he enters a protest of civilians againt police, "cole not dole" chant because of a job strike? more anger here as man shouts "hey lad, is it past your bed time?", he is not welcome and he looks grumpy and runs off, will get violent, police with riot shields and protection, angry mob, more modern terraced housing.

11) Child runs through field and down steps, turns to night, loud fireworks sound suggest a more modern age now maybe present day, fence next to river, can see city lights in background, trees, benches, metal fence, pavements, roads, turns to day again as music reaches climax, child runs round corner past children with ball who represent modern day - tracksuits, nike trainers, next to modern silver car, child in modern t-shirt and jacket now - casual.

12) He reaches home, mum shouts "is that you home now?" northern accents, it is northern Britian. Modern wooden table, plants, fridge, child says "yeah" with smile suggesting he has had adventure. Comfortable suburban house.

13) Sound changes with time throughout sequence, it is constant until the war then gets silent, then rises as times get happier from the war showing the progression of mankind.

14) The story travels through time outlining the main historic moments with iconic imagery. It shows the progression of man throughout the time Hovis bread has been made. It tracks the childs journey home from the bakers with the bread at the same time in a sort of dual narrative.