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Evans Cycles brings Hovis ad back to life with electric bike

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By Naomi Taylor

Evans Cycles has brought Hovis’ iconic ad ‘Boy on Bike’ back to life with the original Hovis boy on an electric bike, 44 years later. The integrated campaign was carried out by digital agency Propellernet, who was tasked with creating awareness around the positive benefits of e-bikes, while also positioning Evans Cycles as a leading authority in this growing market.

The original Hovis boy Carl Barlow, now a 58 year old retired firefighter, is seen finally conquering Gold Hill in Shaftesbury, Dorset, thanks to the power of an electric bike. Ridley Scott’s 1973 production is one of Britain’s most iconic adverts and shows Barlow pushing his bike up the hill to deliver the bread to neighbours. In the 2017 re-run, an e-bike makes light of Gold Hill’s steep incline…

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