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Hovis Returns to TV with Ode to All Things Bread

Directed by Dirty’s Byron Quandary, the hunger-inducing film was shot in location in London

Hovis Returns to TV with Ode to All Things Bread

The campaign ‘It’s Just Bread’ sees Hovis back on the air after 2 years - and it’s a bold shift in direction for the beloved bakery brand.

The spot - which premiered during the commercial break of Coronation Street (Monday 21st May) - celebrates the role bread plays in the everyday lives of people in the UK, and heroes authenticity over artificial ‘commercial gloss’.Shot on location in the London area, it was important for Byron that we stay true to the theme of authenticity, embracing imperfection and champion all things ‘real’.

The film was shot through an observational lens, and makes use of multiple formats to help reflect the wide ranging formats that capture memorable family moments in 2018.

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Advertiser: Hovis

Creative Agency

Creative Agency: Pablo

Copywriter: Tom Hazeldine

Art Director: Austin Richards

Producer: Max Di Nunno

Executive Creative Director: Tim Snape

Account Management: Katie Gough & Amy Ritchie

Production Company

Production Company: Dirty Films

Executive Producer: Alex Bedford & Ben Parkin

Director: Byron Quandary

DOP: Edgar Dubrovskiy

Producer: Rosa Junkovic

Production Co-ordinator: Kristina Epenetos

Production Designer: Adam Diamond


Edit Company: Jam Films

Editor: Zoe Alexandrou

Post Production / VFX

Post Production Company: Jam Films

Colourist: Joseph Bicknall @ Cheat

Genre: Storytelling