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The advert is widely regarded as one of the best examples of UK advertising film and helped launch the career of legendary director Sir Ridley Scott. Hovis®’ much-loved 1973 ‘Boy on the Bike’ advert returns to our TV screens tonight (Monday 3rd June) – digitally remastered by the British Film Institute (BFI).
They’ve used the latest technology to create a cleaner, crisper video. The revamp has also involved a re-recording of the New World Symphony by a new generation of the original Ashington Colliery brass band, including the grandson of one of the original brass players. It cemented the image of the boy pushing a bicycle, with a basket of bread, up the steep slope of Gold Hill into the nation’s consciousness.
Aston spoke to Jeremy Gibson director at Hovis and Robin Baker head curator at British Film Institute (BFI) about the historic hovis TV advert and also as to when it is getting on our TV screens tonight.