IDEA: Hovis bread secured its place in British advertising history with 1973's much-loved "Boy on Bike" spot. Directed by Ridley Scott, the homespun tale featured a young boy pushing a bike with its bread-filled basket through a small town. In 2008, Hovis had another huge hit with "Go On Lad," a cinematic, two-minute spot from agency Miles Calcraft Briginshaw Duffy that followed a boy through 122 years of British history, beginning with the brand's 1886 founding. Two more notable spots followed. Now there's another one with the same grand tone—a 90-second spot from Dare in London (which merged with MCBD in 2010) in which a boy accompanies his father to work for the first time on a farm that grows Hovis wheat.