Hovis Advert

1. In the bread shop

-The boy is wearing a traditional Victorian brown flat cap, complete with a little boy's small-collar brown shirt and shorts. The outfit is working class, and who look around 10-12 years old.

-The baker is wearing an old, traditional white baker's hat and apron. As he hands over bread, he says “Here yer go lad” – in a Northern England accent.

-The bread in the bakery is stacked on wooden shelves behid the counter, another indication of the Victorian period, and wrapped in brown paper to be handed over. The pakaging of the bread is key because it changes by the end to the modern, recognizeable plastic wrapping.

-We track backwards out of the shop so we see the boy's face clearly, as well as the setting (bakery) and action behind him.

2. Cart

-The boy nearly runs straight into a horse-drawn cart in eagerness and we see a CU look of shock on his face - the horse neighs in a sound bridge, as we hear the neighing before we see the horse.

-The boy is chased through the gate with a shout from the men, and looses his hat in the door -this is a clever way to change his outfit easily in the next eras. The camera stays close so we are involved in the action. We open onto a Victorian streets, full of people, and he runs past two Titanic adverts showing the year: 1912.

3. Women’s March

-The boy watches a march of the suffragettes (women's rights movement) in the cobbled victorian street. Women hold of signs saying "Women's votes" - there is screaming and shouting and a chaotic atmosphere.

-The camera hovers on the boy watching so we have time to notice the slight change in his outfit: his jacket has lapels, indicating time have moved on somewhat.

-The people in the street are wearing clearly old-fashioned clothes, with the women wearing long dresses and boater hats, and the men tailed coats and old leather breifcases. We see a quick shot of a man with a top hat and moustache, indicating the time period. As the screaming woman is carried away by the man, and the boy runs through the crowd, the camera opens up onto a birds-eye shot of the protest. We get the first really strong sense of English history and can't wait to see where the boy takes us next.

-The fast cuts create excitement.

4. Soldiers

-The soldiers (WWI) march along in unison, and the boy walks alongside in respect. A crowd watches on and there is a morose atmosphere - the music drops and becomes sadder, with violins playing.

-The soldiers are noticeably young (17-22?) and we can assume that some of them are walking to their death. As the boy walks with one of the soldiers, they exchange and friendly nod. Although it is sad, there is a sense of pride and mutual appreciation.

-The boy salutes the army as he sits up on the wall and, again, this creates a sense of English pride.

5. Street with car

- The boy is now wearing a blue waistcoat under his jacket...a move of time.

-As he runs past the car, which shows the change in time as previously we saw a horse-drawn cart, the three people look up and a dog chases him.

-He runs down an alley and kicks a can, which roles into another era. This is a good way to create continuity between the eras.

6. War – bombs, people passing and plane

-There is a big pause, with the camera wide on a big establishing shot of the wrecked, smoking street. The boy is almost stopped in his tracks. The music dims down to a crackly radio voice talking about the bombings of London. This is a sound bridge until we see a 1940's radio through a window the boy walks past. The mood is again brought down, and the boy is silent and walks slowly in awe.

-We see a family walking past with their possessions, and the boy looks at them as they pass. Their house has clearly just been bombed. An old lady holds an old photo in a frame, with her head bent.

-The boy runs over the rubble, and stops to look back round (where the camera is) to see a plane fly over. He is on top of a hill. He is looking back at destruction, but they smiles and looks forward - we are built up to something good to come, and feel excited.

7. Street Party

-We see the boy is now wearing a blue jumper - the war is over and there is a party in the street, the Queen's corronation. We are in the 1950's.

-The music becomes lively and upbeat again - there is laughter and chatting in the background, and a young boy dressed as a pirate smiles. There are flags, symbolising national community, and food everywhere to signify the end of rationing.

-The boy drinks lemonade and then runs under the table, having fun and being cheeky.

8. Girls/Football players

-1966 (the year England won the world cup in football). We can tell from the 60's car that drives past, hooting and yelling in delight with flags on the car. The boy cheers with them as it drives past.

-The music has become more fast-paced and with a clearer beat, reflecting how music changed in this era.

-The boy passes two women on the corner in very 60's working-class outfitts - miniskirts, bobs and boots. His outfitt has changed, too: he wears a blue jumper and brown jacket. He smiles cheekily at the women and the whole atmosphere is upbeat and exciting.

9. Street with Asians and TV Shop

-Boy is now wearing a 70's shirt and stripy jumper.

-Shows England's change in ideas - we have become more liberal and diverse. The T.v shop represents new technology and things moving forward.

-Rock music of the age.

10. Coal not Dole strike/protest

-Boy is now wearing plain blue T shirt underneath brown bomber jacket.

-Music stops allowing us to hear the miners chant of ‘coal no doal’, representing the miner's strike in the 1980's. Placards show us a flash of 'miners'.

-We have run into the middle of a strike, with police in uniform barring the miner's way.

-Line reads ‘Ay lad isn’t it past your bedtime’ – this lightens the mood and everyone laughs, and allows the boy to run off again.

11. Fireworks

- Lots of fireworks: millennium.

-Music becomes pop-like, reflecting the 00's pop culture.

-A pan follows the boy as he runs. There is a look of awe on his face as he looks up at the sky, and it's nightime. He leaps over a bench in eagerness and it is almost a Disney-like moment.

12. Home

-The boy is now wearing a brown hoodie representing fashion in the 00's.

-Bread is now in a blue plastic bag saying Hovis on the side, contrasting to the first paper bag with string in the first clip.

-Mum: 'Is that you home, love?' Boy: 'Yeah..' the boy smiles, sharing the secret with the audience of his journey.

-The kitchen is very modern but very homely and wholesome, reflecting the brand. The table is wooden.

13. Sound throughout the sequence

14. Narrative/Story development through whole advert