1. In the bread shop
Baker wearing white puffy hat, boy wearing brown flat cap, and shirt with a small collar – Victorian Dress, working class.
“Here yer go lad” – from the north of England.
Bread wrapped in brown paper bag and string.
Bread on wooden shelves behind baker, not like modern times.
Backwards track, allows us to clearly see a close up of the boy – he’s about 12 years old.
2. Cart
Horse neighing, nearly hits boy. Sound bridge, we hear the horse before we see it.
Guys on the cart, and guy chasing him through gate both shout at him.
CU of shocked expression on boys face.
Victorian streets, bustling, busy, narrow.
Runs past posters for the titanic. Shows the times, 1912.
Camera follows boy, involving viewer in this journey.
Runs through a gate, under a chain – looses his cap.
3. Women’s March
As boy leans against wall we can see his costume slightly changed – his brown jacket now has lapels.
Placards saying “votes for women” show that it is representing the suffragette movement.
Screaming and shouting of the women
Old fashioned dress – the women wearing long dresses, coats and hats
One woman struggling as a man tries to carry her away.
Quick cut shots make us feel like we are in the action with him.
Man with top hat and moustache – indicates the time.
4. Soldiers
Marching in unison.
Wearing army uniforms and holding guns.
Boy looks up at the soldiers and marches along with them to show aspiration.
Soldiers look very young – we can presume WW1. Evokes sympathy and these very young men are marching to their death.
Busy streets, people waving off the soldiers.
Boy salutes the soldier
Little girls with ribbons on their hats – indicates time period.
The music turns from being happy, lively and up beat to a slightly lower pitch and strong violins come in– vaguely saddening feel.
5. Street with car
The car indicates time moving on from horse and cart.
Clothing has changed as well, bowler hats and beige coats, from the 1930s.
A quick pan allows the audience to follow the boy and keep up with his pace.
6. War – bombs, people passing and plane
The alley he went down leads to a bomb site.
Houses completely wrecked furniture and debris in the street.
Music suddenly changes to a much slower pace and lower pitch giving a sad, depressing feel.
WW2 blitz bombing possibly.
Families who’ve presumably lost everything except the possessions in their hands (pictures etc.) wander the streets. They look solemn and sad.
Boy looks concerned and sad.
Simple clothes, basic colours because of war time rationing.
Churchill’s speeches on the radio “we will fight them on the beaches” gives us a patriotic, encouraging proud feel.
Big, loud plane flies overhead.
Boy stand on top of pile of rubble
Camera focuses less on boy more on surrounding here, radio, plane, people etc.
7. Street Party
The boys is then in a street party for the coronation of the Queen. We are in the 1950’s now.
Music becomes faster again with a happier feel
Shouting, chatting is heard in the background, people enjoying themselves. People are happy and jolly
Lots of colour, children dressed up – pirate boy waves at main boy showing a sense of community and friendliness.
Loads of flags shows patriotism.
Table filled with food, not like war time rationing. Boy takes a glass of lemonade.
8. Girls/Football players
Boy is now wearing a brown leather jacket, with patterned jumper underneath. Girls are wearing red boots, mini skirts, twiggy inspired – we are in the 60s! They also have hair styles of that time.
Boy runs down the street, car goes past with lots of flags on it, men shout ‘Champions!’ we can presume this is showing when England won the 1966 football world cup.
British flags not English. Hovis want to show the best of British, without excluding anyone by saying best of English.
Guitars come in, in the music – shows change on music scene.
Terraced houses show working class area.
9. Street with Asians and TV Shop
Boy is now wearing a 70s flared collar and patterned shirt and brightly coloured stripy jumper.
The Asian couple show a multi cultural Britain developing.
TV shops shows technology developing
Guitars continue in the music, still representing the rock music of that decade.
10. Cole not Dole strike/protest
Boy is now wearing plain blue T shirt underneath brown bomber style jacket.
Music stops allowing us to hear the miners chant of ‘coal no doal’ – from this we know we are in the 80s miner strike.
Police in riot uniform
‘Ay lad isn’t it past your bedtime’ – implies we are up north again, and shows that it might get too dangerous for him.
The boy then runs through a field of wheat connoting bread and reminding up this is an advert for bread.
11. Fireworks
Lots and lots of fireworks imply millennium.
Music acquires a more pop feel to it.
A pan follows the boy as he runs
12. Home
The boy is now wearing a brown hoodie – fashion in the 2000s
Bread is now in a plastic bag saying Hovis on the side
Mum has a slight northern accent – further implying the northern theme
The kitchen has a lot of wood it is quite rustic connoting natural and wholesome like the bread.
The boy smiles to himself implying he is thinking that his mum has no idea what he’s been through to get home.
13. Sound throughout the sequence
The music is mainly fast throughout showing how fast he’s going through time.
The music stops for important bits such as the miner’s dialogue.
The music begins and ends with a gentle piano tune, but reflects the mood throughout.
You can constantly hear footsteps from the boy running
You can hear sounds such as shouting, cheering, chatting, neighing, cars and planes
14. Narrative/Story development through whole advert
The boy gets bread from the baker in the late 1800s and runs through all the decades to bring it home for his mum in 2008. The advert gives us a strong sense of Britishness and patriotism for our country and what it’s been through over the past 100+ years. It shows that Hovis has been with us throughout, survived all the up and downs and is the same goodness and quality today.
