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Go On Lad
''Go On Lad'' is a British television and cinema advertisement launched by Premier Foods in 2008 to promote its Hovis brand of bread. The 122-second piece was commissioned as part of a £15,000,000 brand relaunch designed to reverse Hovis' declining market share and profits. The commercial follows the journey of a young boy through 122 years of British history, from the establishment of the Hovis brand in 1886 to the current day. The campaign was handled by advertising agency Miles Calcraft Briginshaw Duffy. Production of the commercial itself was contracted to London-based production company Rattling Stick, with post-production handled by The Mill. It was directed by Ringan Ledwidge. ''Go On Lad'' premiered on British television on 12 September 2008.
The advertisement, and its associated campaign, proved a popular, critical, and financial success. Its launch was covered by several national newspapers within the United Kingdom, including ''The Independent'', ''The Daily Mail'', and ''The Daily Mirror'', on television programming such as the ''Granada Reports'' and ''Loose Women'', and by over 300 local and national radio stations. Sales of Hovis products jumped by over £12,000,000 in the weeks following the launch of ''Go On Lad'', and over 1,000 unsolicited letters and e-mails were sent to Hovis praising the piece. The campaign received dozens of awards from the advertising and television industries, including Golds at the Creative Circle Awards, the Marketing Society Awards, and the British Television Advertising Awards. In 2009, the British public voted ''Go On Lad'' the best television commercial of the decade.
==Sequence==
''Go On Lad'' begins in 1886, with an over-the-shoulders view of a boy in a flat cap and brown jacket buying a loaf of bread in a bakery. After making his purchase, the boy leaves the shop into a bustling Victorian-era street, narrowly avoiding being run down by a horse and cart. He is chased into an alleyway by the cart's driver, losing his flat cap in the pursuit, and he passes a poster about the Titanic. When he exits through the other side the alley, the world has moved on to the first decade of the 1900s, and a suffragette protest is underway. The boy weaves through a crowd of marching women bearing placards, emerging into an open square during World War I, where he spies a column of young soldiers on parade. The boy accompanies the soldiers for a few moments before peeling away to climb a nearby wall. After saluting the soldier he had marched next to, he climbs down the other side into the interbellum, and runs past a couple engaged in a conversation beside a period car. He kicks a can through another alley, following it into another street; one in ruins from The Blitz.
The music turns sombre for a moment as a family of refugees passes by, and an excerpt from Winston Churchill's delivery of the "We shall fight on the beaches" speech plays from a radio in a nearby home. A Spitfire flies overhead as the boy climbs over a pile of rubble to enter a new street, in which residents were engaged in a street party celebrating the accession of Elizabeth II. He crawls under the table, takes a biscuit and a glass of lemonade, then runs on into 1966, where a group celebrating England's victory in the 1966 FIFA World Cup chant "Champions!" as they pass him in a car. From here, changes to the boys costume are made with every transition, reflecting the fashions of the periods he passes through. Farther down the road from 1966, the boy passes a British Asian couple in the 1970s, reflecting the spike in immigration in the community during that period. He turns a corner, running into a conflict between police and striking miners in the 1980s. One of the miners jeers the boy, and he continues running. As he runs alongside a river during the Millennium celebrations on New Year's Day 2000, fireworks go off in the background. Finally, the boy makes a turn into a council estate in 2008 and sits down with the loaf of bread at his kitchen table. His mother calls to him, 'Is that you home, love?', to which the boy replies 'Yeah'. And the piece closes on a shot of the boy's hand reaching for a slice of the Hovis loaf over the tagline "As good today as it's always been."
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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