“It’s just bread.” The new Hovis ad plays on the supposed ubiquity of the loaf to remind us of its value to us - even as we take it for granted. A huffy voiceover laments the way it gets “pushed in a bin, pulled misshapen from a freezer”. It’s a bread bin!

The idea bread has provided one little girl with her first, second and third tastes “of independence” is pushing it a bit, but the pro-bread argument gains traction when it’s shown sandwiching a couple of slices of bacon, or in toast form being tucked into by a sleepy new dad on night-feeding duties.

“It’s always there and always good,” the voiceover contends, reminding us that we need only remember five letters to bag the perfect slice. Confident stuff.

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