framethrower

Study the greats · Find refs fasterFilmmakers · Animators · Advertisers

GenreDramaThrillerComedyHorrorRomanceActionCrimeSci-fiAdventureAnimation

Hovis “Go On Lad” 2008

Hovis “Go On Lad” (2008) is a Hovis commercial directed by Ringan Ledwidge for MCBD, produced by Rattling Stick. It won 13 awards, including British Arrows 2009 Best 60-90 Second TV Commercial Gold, Cannes Lions 2009 Film Bronze and D&AD 2009 Wood Pencil — TV & Cinema Advertising / Cinema Commercials 61-120 seconds.

A young boy runs through a century of British history, delivering a loaf of Hovis bread, symbolizing the brand's enduring presence and quality through changing times.

Video: Rattling Stick on Vimeo

Shot by shot

  1. A young boy in a flat cap turns to face the camera, holding a wrapped loaf of bread in a rustic bakery with shelves of bread behind him.© Hovis0:00
  2. A young boy with a brown jacket and a light shirt looks up with a curious expression, standing next to an adult in a vest.© Hovis0:12
  3. A crowd of people in early 20th-century attire watch a boy run past them on a street.© Hovis0:21
  4. A young boy in period clothing, holding a loaf of bread, looks around nervously as he walks past a rifle and other people.© Hovis0:32
  5. A young boy in old-fashioned clothes sits on a stone wall, holding a loaf of bread, as soldiers march past on a cobbled street.© Hovis0:39
  6. A vintage radio sits on a small table next to a window with a cracked pane, as a child looks in from outside.© Hovis0:57
  7. A diverse group of people, including children and adults, are gathered at an outdoor street party, celebrating with decorations and food.© Hovis1:12
  8. A young boy runs down a street towards two women, carrying a loaf of bread under his arm in a working-class neighborhood.© Hovis1:17
  9. A young boy in a brown jacket runs past a man in a suit, holding a slice of bread, on a street in a working-class neighborhood.© Hovis1:22
  10. A young boy in a brown jacket and shorts runs down a cobbled street in a working-class neighborhood, carrying a loaf of bread.© Hovis1:30
  11. A young boy in a brown and yellow jacket stands in front of a line of riot police, looking determined.© Hovis1:37
  12. A young boy in a brown and yellow jacket runs past a brick wall and pillar on a sunny day.© Hovis1:42

Stills © Hovis. Made by MCBD, Rattling Stick and Ringan Ledwidge.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

A boy's journey through British history, delivering bread, showcasing Hovis's timeless presence.

Tagline: “As good today as it's always been.”

historical journeychild protagonistpassing through crowdssymbolic object (bread)time progressioneveryday hero

The cut

Length
123 s
Shots
97
Average shot
1.3 s

What creatives use Hovis “Go On Lad” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Hovis “Go On Lad”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A young boy in a flat cap turns to face the camera, holding a wrapped loaf of bread in a rustic bakery with shelves of bread behind him.© HovisA young boy with a brown jacket and a light shirt looks up with a curious expression, standing next to an adult in a vest.© HovisA crowd of people in early 20th-century attire watch a boy run past them on a street.© HovisA young boy in period clothing, holding a loaf of bread, looks around nervously as he walks past a rifle and other people.© Hovis
    Frames from Hovis “Go On Lad”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Hovis “Go On Lad” in order, with its length, framing and what happens in it.

    A young boy in a flat cap turns to face the camera, holding a wrapped loaf of bread in a rustic bakery with shelves of bread behind him.© HovisA young boy with a brown jacket and a light shirt looks up with a curious expression, standing next to an adult in a vest.© HovisA crowd of people in early 20th-century attire watch a boy run past them on a street.© HovisA young boy in period clothing, holding a loaf of bread, looks around nervously as he walks past a rifle and other people.© HovisA young boy in old-fashioned clothes sits on a stone wall, holding a loaf of bread, as soldiers march past on a cobbled street.© HovisA vintage radio sits on a small table next to a window with a cracked pane, as a child looks in from outside.© Hovis
    Length: 123 s · Shots: 97 · Average shot: 1.3 s

  3. 03Ad ideas: every spot built on a historical journey

    Before you present an idea, you need to know who has done it, and how.

    Hovis “Go On Lad” is built on a historical journey. Search the library by idea to see every spot that uses it.

    Carlsberg “Curious Beginnings”© CarlsbergStaatsloterij “300 Years”© StaatsloterijZegna “Web Experience Video”© ZegnaMolson Coors “Start Your Legacy”© Molson Coors
    Carlsberg · Staatsloterij · Zegna · Molson Coors

More commercials by Ringan Ledwidge

Award-winning food & qsr commercials

  • Uber Eats "A Century of Cravings" (2025) commercial still© Uber EatsUber Eats “A Century of Cravings” 2025Dir. Jim Jenkins · SpecialEffie Awards Grand Prix 2026
  • Uber Eats + Special US "Football is for Food" (2025) commercial still© Uber Eats + Special USUber Eats + Special US “Football is for Food” 2025Dir. Jim Jenkins · SpecialEffie Awards Grand Prix 2026
  • DoorDash "DoorDash All the Ads" (2024) commercial still© DoorDashDoorDash “DoorDash All the Ads” 2024Dir. Mike Diva · Wieden+KennedyCannes Lions Titanium 2024
  • Skittles "Apologize the Rainbow" (2023) commercial still© SkittlesSkittles “Apologize the Rainbow” 2023DDBLondon International Awards Grand Prix 2023
  • Burger King "As Good as the Original" (2023) commercial still© Burger KingBurger King “As Good as the Original” 2023Dubai Lynx Grand Prix 2023
  • Cadbury Celebrations "My SRK Ad" (2023) commercial still© Cadbury CelebrationsCadbury Celebrations “My SRK Ad” 2023Dir. Divij Kulkarni · OgilvyEffie Awards Grand Prix 2023

Questions

Who directed the Hovis “Go On Lad” commercial?

Ringan Ledwidge directed it, produced by Rattling Stick, for the agency MCBD.

Which agency made Hovis “Go On Lad”?

MCBD created it for Hovis (2008).

What awards did Hovis “Go On Lad” win?

13 awards, including British Arrows 2009 Best 60-90 Second TV Commercial Gold, British Arrows 2009 Best Over 90 Second Commercial Gold, British Arrows 2009 Breads and Cereals Gold and British Arrows 2009 Gold — Best Over 90 Second Commercial.

What is the tagline of Hovis “Go On Lad”?

“As good today as it's always been.”

Sources for the credits and awards

en.wikipedia.orgen.wikipedia.orgshotsbritisharrows.comdandad.orgThe WorkThe Workweb.archive.orgweb.archive.orgweb.archive.org