The new Hovis ad is rather good. Big, on brand message. I did like the mixing of cliche warm nostalgia with more slightly edgy miners strike images. However picky it sounds I did feel that it was missing the wow cinematography of past Hovis campaigns plus they were proberbly missing a paper wrapper/plastic bag/paper bag packaging through the ages joke. But its a minor point on an effective ad with what must have been a interesting first script meeting!