Hovis’ 'Boy on the Bike' Re-Release Wins Hearts of Modern Audience

New research from effectiveness prediction agency System1 shows that bread brand Hovis’ nostalgic reissue of its classic 'Boy On The Bike' ad has paid off – winning the hearts of a modern audience.

System1 picks up and analyses every ad that airs on TV in key categories using its Ad Ratings platform which uses the emotional response that consumers have to ads to predict long and short-term growth potential. Ad Ratings found that the new 'Boy On The Bike' ad, adapted with a new soundtrack from the original 1973 directed by Sir Ridley Scott, scored 5-Stars, putting it into the top level of all ads tested. Only 1% of ads reach 5-Stars, with over half of all ads scoring only 1-Star. 1-Star creative work is work with no potential to amplify market share growth, whereas 5-Star work has exceptional potential.

'Boy On The Bike' is often cited as a classic and has won multiple polls of the public’s favourite ad. The System1 test proves not just that these accolades are deserved, but that the ad is still extremely effective today, scoring higher than 99% of ads on British TV despite being 46 years old.

The bread category is a competitive one, though, and current market leader Warburtons offers Hovis a greater challenge than its advertising rivals in the 70s did. Warburtons’ latest blockbuster, starring Robert De Niro, only just missed a 5-Star score last month. And its 'Giant Crumpet Show' featuring the Muppets was a 5-Star advert which scored even higher with consumers than did 'Boy On The Bike'.

Jack Mayor, UK head of ad ratings, said: “Polls are one thing, but these results show Hovis’ ad will still sell bread. It’s astonishing that an ad created decades before I was born can beat almost every modern ad for effectiveness. Of course, “Boy On The Bike” was a classic at the time too. What it shows is that a simple story, great music and direction, and a big emotional payoff are timeless qualities when it comes to advertising.”

System1 Ad Ratings will continue to test every new bread ad as they are released.