Gowling WLG works behind the scenes on Hovis' remake of iconic 'Boy on the Bike' advert

A still from the iconic Hovis advert of the bakery delivery boy pushing his bike up a steep hill.Advertising and IP experts from Gowling WLG have been working with Hovis Limited behind the scenes on the remake of its iconic 'Boy on the Bike' advertisement.

The original Hovis ad was recently voted as Britain's most iconic and heart-warming advert[1], and 46 years on the leading baking business has commissioned a remake. Ridley Scott Association Films, founded by the director of the original ad Sir Ridley Scott, has once again been involved, as has the original Hovis boy Carl Barlow, now a retired firefighter.

Gowling WLG's head of advertising and marketing Dan Smith, IP principal associate Alice Stagg, and associate Zoe Pearman helped with reviewing and updating the scripts and drafting the contracts governing the remake of the famous story of a boy pushing a bike loaded with bread up a cobbled hill.

Dan said: "It was a privilege to play a small part in helping Hovis to recreate the 'Boy on the Bike' ad. We really enjoyed working behind the scenes on such an iconic project."

The new ad was aired for the first time on Monday, June 3 and will be on air throughout the month of June, as well as being available on digital channels.

[1] Research was conducted in Great Britain via OnLineBus, an Internet omnibus survey administered by Kantar. A sample of 1,258 GB adults aged 16+ were interviewed by online self-completion from 11/04/2019 - 15/04/2019. The sample was weighted to represent the adult population of Great Britain age 16+.

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