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In an attempt to get up to date, Hovis runs the risk of making absolutely no sense at all

In what looks like a shameless bid to shill their crusty loaves to a younger audience, Hovis’s latest advert follows three children as they decide to ditch their games console, don their bike helmets and go for a ride in the great outdoors. Sounds implausible, right? Listen to what happens next: the walls of their house come alive with the aid of some low-budget CGI and chase the kids in order to trap them indoors.

Questions abound. Why has Hovis swapped its usual bakers in flat caps for kids in bike helmets? Why is it launching an advert about getting out of the house in chilly October? Why have the producers gone for a pseudo-Harry Potter soundtrack more than a decade after the first Harry Potter film came out? Why does the narrator contradict himself by saying, “Don’t stay indoors” followed by “Hovis: good inside”? And finally, why is a bread brand marketing itself directly towards kids, as if a child in a supermarket with a spare £1 would spend it on anything other than a shitload of Haribo?

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from Advertising | The Guardian http://ift.tt/1M2lkKT
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