Ridley Scott’s iconic 1973 ‘Boy on the Bike’ advert for Hovis is to make a comeback to television screens across the UK, having been remastered by RSA and the British Film Institute (BFI).
The advert is widely regarded as one of the best examples of UK advertising film and helped launch the career of Ridley Scott. It cemented the image of the boy pushing a bicycle, with a basket of bread, up the steep slope of Gold Hill into the nation’s consciousness.
Earlier this year, the 45-year-old ‘Boy on the Bike’ advert was voted the most iconic and heart-warming commercial out of the nation’s top 14 all-time favourites, as voted for by consumers according to research conducted by Kantar.
Now, after remastering and a digital 4K restoration by the BFI and Ridley Scott Associates, Hovis is bringing the much-loved advert back to the small screen. The revamp has also involved a re-recording of the New World Symphony by a new generation of the original Ashington Colliery brass band, including the grandson of one of the original brass players.
Of the ad Ridley Scott said: “I’m thrilled that the Boy on the Bike, 45 years on, is still regarded as such an iconic and heart-warming story which remains close to the heart of the nation. I remember the filming process like it was yesterday, and its success represents the power of the advert. It taught me that when you combine the appropriate music and the appropriate film you have lift off. In fact, advertising taught me everything I know, and I brought this knowledge forward into film.”