Created by independent creative agency Mother in London, this TV spot draws on the Hovis bread brand’s iconic heritage for seeing the world through the eyes of a child, and for providing youngsters with wholesome goodness to feed their everyday adventures. But now the story is made contemporary with a twist of CGI to bring you “the boy on a bike”–from Hovis’ classic ad of yesteryear–as you’ve never seen him before.
This time around, there are three kids on bikes doing everything they can, peddling as hard as they can, to escape the clutches of a house that will stop at nothing to keep them inside. Will they make it out or will the house have its way and keep them trapped in its clutches? Promoting Hovis Good Inside, the ad is titled "Trapped."
CreditsClient Hovis Agency Mother London Production Academy Films, London Johnny Hardstaff, director; Carl Nilsson, DP; Annabel Ridley, producer. Editorial Final Cut Joe Guest, editor. VFX MPC Adam Crocker, Anthony Bloor, VFX artists; Dionne Archibald, postproduction producer. Sound Design 750mph Sam Ashwell, sound designer. Music Wake The Town Tom Player, composer.
The Best Work You May Never See: Director Martin Werner Takes A Roller Coaster Ride To The Airport Via Flytoget
To illustrate that Flytoget is the fastest way from town to Oslo Airport, this spot for the express train turns its route into a roller coaster, with one family feeling the full impact of speed on their way to a vacation.
Directed by Martin Werner, produced by production house Bacon (Copenhagen, Oslo, Stockholm) and made with Oslo agency Try, the film is a wonderfully absurd take on the simple value proposition of getting to the airport quickly.
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