The Bike Ride
Ridley Scott Associates | |
Country | United Kingdom |
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The Bike Ride, Bike Round or Boy on the Bike is a 1973
Production
Boy on the Bike was one of five adverts that Ridley Scott directed for Hovis in the early 1970s.[3][1]
The advert shows a boy (played by Carl Barlow
Despite the common belief that it was set in the
Reception
It has repeatedly been named one of Britain's most loved adverts.[2] In 2006 it was voted the nation's favourite advertisement of all time.[1] It was chosen as the best advert of the 1970s in a 2018 YouGov poll.[7] In 2019 it was named the most iconic and heartwarming advert of the past 60 years to that point.[8]
The advert's popularity has been attributed to its nostalgia for "wholesome images of village life," as well Scott's visual direction.[9][10] Gold Hill, where the advert was filmed, has since become a popular location for films and merchandise and a memorial to Hovis now stands at the top of the hill.[11]
Hovis and the BFI restored the advert for use in 2019 in, what was seen as, an attempt to unite a divided nation. It was criticised, by
References
Citations
- ^ a b c d Byrne, Ciar (1 May 2006). "Ridley Scott's Hovis advert is voted all-time favourite". The Independent. Retrieved 19 April 2022.
- ^ a b c Parrill 2011, p. 22.
- ^ Rogers, Rogers (11 June 2018). "How Hovis's 'The Bike Ride' kickstarted its route to household name". Marketing Week. Retrieved 19 April 2022.
- ISSN 0260-9592.
- .
- ^ Delaney, Sam (23 August 2007). "Jets, jeans and Hovis". the Guardian. Retrieved 24 January 2023.
Everyone imagines this - voted best ad ever - to be set in the north of England. But it was filmed in the Dorset village of Shaftesbury, and the voice-over is in a non-specific oo-arrr accent - proving the power of a brass band as a signifier of northernness.
- ^ Marketing Week Reporters (7 June 2018). "Aldi, Guinness, Yellow Pages: The nation's favourite marketing campaigns". Marketing Week. Retrieved 19 April 2022.
- ^ Stewart, Rebecca (5 May 2019). "Hovis 'Boy on the Bike' crowned 'most iconic' classic ad by Brits". The Drum. Retrieved 19 April 2022.
- ^ Parrill 2011, p. 23.
- ^ Davidson, Max (24 May 2012). "Hovis Hill: is this the greatest street since sliced bread?". The Telegraph. Archived from the original on 24 May 2012. Retrieved 29 April 2022.
- ^ Jenkins 2013, p. 98.
- .
- ^ Beverland, Michael (5 June 2019). "The return of 'Boy on the bike': selling bread in the age of Brexit". Campaign UK. Retrieved 18 April 2022.
Bibliography
- Jenkins, Simon (2013). England's 100 best views. London. ISBN 9781781250952.)
{{cite book}}
: CS1 maint: location missing publisher (link - Parrill, William (2011). Ridley Scott : a critical filmography. Jefferson, N.C.: McFarland. ISBN 9780786458660.
External links
- Boy on the Bike - Hovis advert's 2019 restoration | BFI. BFI. 24 June 2019.
- Hovis: Boy On The Bike at IMDb