Preview image for a video called It’s Just Bread directed by Byron Quandary for Hovis

Hovis returns to the screen with an ode to all things bread, directed by Dirty’s Byron Quandary

Dirty are as happy as larry to present the latest campaign for Hovis, directed by the ever talented Byron Quandary.

The campaign ‘It’s Just Bread’ sees Hovis back on the air after 2 years – and it’s a bold shift in direction for the beloved bakery brand. The spot – which premiered during the commercial break of Coronation Street (Monday 21st May) – celebrates the role bread plays in the everyday lives of people in the UK, and heroes authenticity over artificial ‘commercial gloss’.

Shot on location in the London area, it was important for Byron that we stay true to the theme of authenticity, embracing imperfection and champion all things ‘real’.

The film was shot through an observational lens, and makes use of multiple formats to help reflect the wide ranging formats that capture memorable family moments in 2018.

Client: Hovis

Production Company: Dirty
Director: Byron Quandary
Executive Producers: Alex Bedford & Ben Parkin
Producer: Rosa Junkovic
Production Coordinator: Kristina Epenetos
Production Assistant: Adam Diamond
DOP: Edgar Dubrovskiy
Production Designer: Jess Elcock
Editor: Zoe Alexandrou
Colourist: Joseph Bicknall @ Cheat

Agency: Pablo
Executive Creative Director: Tim Snape
Copywriter: Tom Hazeldine
Art Director: Austin Richards
Agency Producer: Max Di Nunno
Account Management: Katie Gough & Amy Ritchie