Hovis ‘Boy on Bike’ finally rides up that hill

Hovis’ 1973 TV ad has been recreated 44 years after its original screening, with former child actor Carl Barlow conquering that cobbled hill with help from an electric bike.

The original 1973 Hovis advert shows a youthful Barlow, now a 58-year old retired firefighter, having to push his bike up Gold Hill, in Shaftesbury, Dorset, to deliver bread.

In the new version – created by Evans Cycles – he glides up the hill on an electric bike.

Evans produced the film to show how electric bikes can help people overcome tough routes and commutes to work.

“We hope revisiting such a beloved advert, and helping Carl conquer the hill once and for all, will inspire more people to get on two wheels, save on their commuting costs and escape the frustrations of how they currently get to work,” said Joel Natale, commercial director of Evans Cycles.

The original Hovis commercial, which is described by Evans Cycles as one of “Britain’s most iconic adverts”, was filmed by director Sir Ridley Scott, who went on to direct films such as Alien, Gladiator and Blade Runner.

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