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By Gillian West, Social media manager

October 8, 2015 | 1 min read

The boy on a bike has been given a 21st century makeover in Mother’s debut ad for Hovis.

Having won the account from J. Walter Thompson last year, Mother’s first work references the brand’s most iconic work some 40 years later.

Promoting Hovis ‘Good Inside’ the creative sees three kids attempting to break free of the indoors as their house expands alarmingly around them.

Agency: Mother, London

Production Company: Academy Films

Director: Johnny Hardstaff

Director of Photography: Carl Nilsson

Production Company Producer: Annabel Ridley

Editor: Joe Guest, Final Cut

Visual Effects Artists: Adam Crocker, Anthony Bloor

Postproduction House: MPC

Postproduction Producer: Dionne Archibald

Sound Design: Sam Ashwell, 750mph

Music Composer: Tom Player, Wake The Town

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