Wednesday, November 10, 2010

Award Winning Tradition

Last week, Hovis Bread - a leading British brand - won the Institute of Practitioners in Advertising Grand Prix for a commercial said to have increased sales by 14 percent, earning payback of $5 for every $1 spent and generating $145 million in additional profit.

The commercial was introduced in 2008 to celebrate the 122nd anniversary of the company. Named "Go on Boy," the spot is 122 seconds long.  Shot in Liverpool with 750 extras, the commercial depicts British history while evoking the heritage of the brand.

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This grand prix for effectiveness was not the first recognition for the commercial.  In December of 2009, it was voted "Ad of the Decade" by a newspaper sponsored competition.

Now, it seems Hovis has a tradition for advertising quality. The following commercial, dating from 1973, was voted Britain's favorite commercial of all time.

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Called "Boy on Bike," this commercial was directed by Ridley Scott. It was filmed on Gold Hill in Shaftesbury, Dorset.

It is an exceptional combination of cinematography and writing that delivers on a clear strategic premise (unique selling proposition).

Rosser Reeves, famous writer of Wonder Bread advertising and articulator of the Unique Selling Proposition concept, likely would have admired Scott's commercial.

For more on the Psychology of Advertising, please see Advertising and the Arc of History.

Copyright © 2010 by John Eighmey. All Rights Reserved.