Indeed, Go On Lad proved a critical success, winning a slew of honours and awards from the television and marketing industries. These included becoming Campaign magazine's "Campaign of the Year" the Film4 Director's Cut Award, the Brand Revitalization Award at the Marketing Society Golden Jubilee Awards, the Television Commercial of the Year award (and golds in three other categories) at the British Television Advertising Awards, a Gold at the Creative Circle Awards, and a Bronze at the Cannes Lions International Advertising Festival. The annual Gunn Report recorded Go On Lad as the 32nd most-awarded commercial of the year, and in 2009, the British public voted Go On Lad the best commercial of the decade, ahead of competition such as Carlsberg's Old Lions and Cadbury's Gorilla. Legacy As a result of the success of the campaign, several other companies followed suit with nostalgia-themed campaigns of their own, with mixed results. Particularly singled out for derision were campaigns by Persil and Sainsbury's, with Leon Jaume of WCRS commenting on the latter in Campaign magazine: "This is meagre fare, frankly, and allows the blogsters to concentrate on the elephant on the bacon counter: that the ad doesn't so much nod to the recent Hovis epic as pick a fight with it, shouting: 'I've got decades of British history, me! Hear my tinkling piano track! Look at my loveable urchin! Watch my wartime reconstruction!' The bloggers are less than whelmed by the similarities, and I feel the uncomfortable frisson of kinship with them." Several members of the crew behind Go On Lad went on to assist in Hovis' 2009 advertising campaign for its newly launched line of bread rolls. Simply titled Rolls, the 60-second television commercial continued the theme of switching from the Victorian period to the present day, and was once again written by Gavin Torrance and Danny Hunt of MCBD. While Ledwidge was originally interested in reprising his role as director, production company Rattling Stick eventually assigned Ivan Bird to oversee the project. The Mill returned to perform post-production of the commercial. Several requests were made by teachers to Hovis for permission to use the commercial as a teaching tool in lessons on British history. Headteacher Jennifer Bailey wrote: "After the advert first aired, it was a huge talking point among our pupils. With TV being such a popular medium nowadays, it's a fun way of highlighting key historical British moments." The