I have a confession

Despite feeling like there is some interesting thought behind it, and despite being an interesting idea; I just don't feel any warmth towards the new Kingsmill campaign.

It seems like a good idea that has been lost somewhere along the way, and ended up being too long, too complex, and with quirkiness that has faded into weirdness.

It's a shame, as there is a lot of potential here to be saying something different around bread. The idea can be taken into lots of areas, they have already started doing Vox Pop versions, though a batch of B3TA style responses might affect that.

I think its just the execution here that is lacking for me.

Born and Bread

The new Hovis ad is a staggering 122 seconds long, once for every year they have been around. But you know what, it fills every one of those 122 seconds whithout losing its way or feeling like it is buying for time.

It is essentially a run through the recent history of Britain, but done in such a way that it never feels contrived, cheap or sappy.

The kid playing the lead role is excellent, he gives it the northern charm that we all sort of associate with Hovis. The ad is well shot, the music is good and it really gets across the reliable and timeless nature the brand aims for.

And as Scamp rightly points out, the ad is all the better for showing sombre moments of our history, and the client deserves credit for letting an ad like this get through as it is.

122 seconds well filled. If only other agencies could get the same quality into their 1min ads.