Hovis, Go On Lad TV spot from MCBD
The winners of this year’s British Television Advertising Awards were announced last night at a gala ceremony at London’s Grosvenor House. It was another good evening for Miles Calcraft Briginshaw Duffy, who picked up the Thinkbox Award for Best Television Commercial of the Year for its epic Hovis ‘Go On Lad’ spot.
This is the latest big win for the Hovis ad, which recently picked up the top gong at the Creative Circle Awards, another celebration of UK-only creativity. The spot, which is a sentimental trip through the last 122 years of British history, is the strongest example of the wave of nostalgic advertising that seems to be sweeping the UK at the moment. But with such an over-arching emphasis on ‘Britishness’, it is uncertain how successful it will be within the international awards schemes.