06 October, 2008

Hovis: Alien Meets Wonder Bread...well, not exactly

Here's one from our Director of New Business Development. It's a spot for the Hovis bread brand, also known for this classic 1973 spot, directed by Ridley Scott (Alien, Blade Runner, the "1984" Apple Macintosh commercial--you've heard of him) and produced by Collett Dickenson Pearce & Partners.

The '73 spot gives that warm and fuzzy feeling to eventually note that the product has more wheat germ than other brands. The new spot runs through 122 years of British history (as long as the Hovis brand has been around), both the good and the bad. I wonder how a campaign like this would perform in a America. I could see a company like Nike doing this large-scope concept justice or perhaps a product that really plays into its "Americanness" like a Budweiser or Chevrolet, but I'm not sure Americans would be moved for bread. Matt was sure Chevy did a spot similar a few years back, but I couldn't track it down before someone handed me something with a "deadline."

Editor's note: Captain, your laziness dedication to a job well-done is surpassed only by your awesomeness. See here and here.

Thoughts? Would this play in America? What brands would you take seriously if they did try something similar in scope or theme?

--Captain Awesome, Copywriter

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