This film is part of Free
Hovis: Boy on the Bike
A classic slice of British advertising history, though that hill's not as Northern as it looks...
Old Ma Peggoty's house at the top of the hill in a fictional 'Northern' (actually South-Western) town is the last delivery in Ridley Scott's 'Boy on a Bike', voted one of Britain's best-loved adverts ever. Freewheeling down the cobbles of Gold Hill in Shaftesbury, Dorset, our young hero rides into the sunset in what is one of the most iconic moments in TV advertising history. There's wheatgerm in that there bread - but also a claim that falls foul of today's advertising standards, so the 2019 reboot had to re-record the narration. This restored version preserves the original in all its glory.
The BFI National Archive worked with Ridley Scott Associates to remaster the film from the best surviving elements - three original distribution prints. The Archive's technicians had to deal with colour fading, mould, scratches and missing frames, meaning that in the end parts of all three copies were used to get the best possible picture and sound. All 1146 frames and the digitised soundtrack were put through a range of automated and manual processes to clean them up and conceal damage, dirt or persistent scratches, leaving this classic slice of TV advertising looking as good as when it was first baked.
Advert 1976 1 mins
Pete and Dud prove to be stout football fans in this Guinness commercial recalling a great sporting moment - however fleeting.
Advert 1902 1 mins Silent
A gentleman cyclist learns the error of his ways in one of the earliest surviving British film advertisements.
Advert 1943 2 mins
Use Rinso and help defeat Hitler! The soap brand deploys some savvy wartime advertising.
Advert 1968 1 mins
England's 1966 hat-trick hero doesn't sweat the small stuff - or at all, according to this deodorant commercial.
Advert 1972 1 mins
In 1972 Britain entered the European common market full of beans. What could go wrong?
Advert 1969 1 mins
Mary Hopkin takes a stroll along the beach in this melancholy Coke ad.
Drama 2023 2 mins
A group of young Black boys run into a building. One of them is about to do the unimaginable.
Romance 2023 2 mins
A queercore romance - a visceral and immersive exploration of the power of the mosh pit and finding love in the most unlikely of places.
Charity appeal 1939 10 mins
Long thought lost, this Powell-directed promotional short for a veteran’s charity was only rediscovered in 2003.
Documentary 1941 6 mins
A poignant, stirring letter from a recently deceased pilot to his mother is read by John Gielgud.
Comedy 2023 2 mins
En-route to her hen weekend, bride-to-be Faye kills the vibe with a bombshell confession.
Documentary 2023 2 mins
An insight into Daytimers, the South Asian DJ collective that are breaking new ground in Britain.