Ad of the Week: Hovis back on the bike as kids flee CGI nightmare

Hovis, a boy on a bike… you know what to expect. Except it’s the 21st century, and the bread lackey of the 1973 ad has been replaced by a fun-seeking cycling trio, unable to escape the confines of their home.

Every time they try, a CGI house builds itself around them. It’s a sinister premise (though less so in October, when going outside isn’t so appealing). The filmic execution is fab - the impressive effects recall Michael Bay’s Transformers, while there’s a definite nod to Steven Spielberg (ET, even Jurassic Park) in the way the kids escape.

As our heroes munch on some celebratory Hovis, Dvorák’s New World Symphony ends things on a traditional note. Good stuff - though it would work better in summer, surely?