side into the interbellum, and runs past a couple engaged in a conversation beside a period car. He kicks a can through another alley, following it into another street; one in ruins from The Blitz. The music turns sombre for a moment as a family of refugees passes by, and an excerpt from Winston Churchill's delivery of the "We shall fight on the beaches" speech plays from a radio in a nearby home. A Spitfire flies overhead as the boy climbs over a pile of rubble to enter a new street, in which residents were engaged in a street party celebrating the accession of Elizabeth II. He crawls under the table, takes a biscuit and a glass of lemonade, then runs on into 1966, where a group celebrating England's victory in the 1966 FIFA World Cup chant "Champions!" as they pass him in a car. From here, changes to the boy's costume are made with every transition, reflecting the fashions of the periods he passes through. Farther down the road from 1966, the boy passes a British Asian couple in the 1970s, reflecting the spike in immigration in the community during that period. He turns a corner, running into a conflict between police and striking miners in the 1980s. One of the miners jeers the boy, and he continues running. As he runs alongside a river during the Millennium celebrations on New Year's Day 2000, fireworks go off in the background. Finally, the boy makes a turn into a council estate in 2008 and sits down with the loaf of bread at his kitchen table. His mother calls to him, 'Is that you home, love?', to which the boy replies 'Yeah'. And the piece closes on a shot of the boy's hand reaching for a slice of the Hovis loaf over the tagline "As good today as it's always been." Production Background From 1967 to 2007, the Hovis brand of bread was owned by Rank Hovis McDougall, and for much of that time was the market leader in the United Kingdom. However, following a "chop and change" marketing strategy, including several "confused" brand relaunches through the first half of the 2000s, rival brand Warburtons had increased sales and profits, and in 2006 both brands had approximately 28% of the £1.6b UK bread market. Despite continuing to show profits of £387m, Hovis continued to lose ground to Warburtons. Sales of the