Wednesday, November 3, 2010

How to make more bread

This spot for Hovis bread in the UK was just awarded the top prize in the Institute of Practitioners in Advertising awards. During the time this commercial ran, sales were up 14%, profits increased $145 million and the ROI was $5 for every dollar spent in advertising.

What's remarkable about this is that it bucks many trends in the advertising industry. First in a time when more marketers are buying shorter units – 15, 10 and 5-second spots – this is over two minutes in length. Second, its classic storytelling. No hip techniques. No self-congratulatory celeb-fest. Just a great depiction of how the brand and its country have been linked over the past 122 years. And finally, it actually works delivering measurable sales results for the client.

It's the kind of advertising that got me into advertising. And something we could use more of today.

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