who would evoke memories of the actors in productions such as Kes or Great Expectations. The boy eventually settled on for the role was Brian Mackie, a thirteen-year-old with no prior acting experience. Post-production Post-production was contracted to The Mill, who were given the brief to make it appear as though no computer-generated imagery or other visual effects had been used at all. The majority of the visual effects work was done using the Autodesk software Flame and Maya. This included simple work such as removing anachronistic yellow road markings, satellite dishes, and replacing PVC windows. More complex work included the removal of several buildings with modern architectural styles or features, the creation of a CGI colliery, a Spitfire and a Concorde jet aeroplane (which was later cut in editing), crowd multiplication for the striking miners and suffragettes, and the recreation of the Millennial fireworks display. For editing of the commercial, Ledwidge looked to Richard Orrick, an editor he had collaborated with several times in the past. Several angles had been shot for each scene, as well as a number of cutaways establishing the era that the boy was travelling through. However, the brief for the commercial was specifically for a 122-second cut, one second for every year since the establishment of Hovis in 1886. For this reason, and to reinforce the viewer's connection with the boy, almost every shot which didn't feature Mackie was cut. Additional editing work was done to smooth the transitions between eras and maintain a steady pace within the commercial's narrative. Until half-way through editing, the music accompanying Go On Lad was to have been "Town Called Malice" by The Jam. However, after the right to use the piece had been purchased, alterations to the pacing of the narrative led Ledwidge to commission a new piece via Woodwork Music from Philip Kay of the Mancunian independent act Working for a Nuclear Free City, titled "History". Release and reception Release The campaign surrounding Go On Lad was conducted on a budget of £15m, and comprised extensive public relations work by Frank PR, the launch of a new Hovis website, new packaging using a bolder typeface and stronger colours, the re-launch of the unsliced "little brown loaf" featured in the campaign, and changes to the formulae of other Hovis lines, as well as a series of in-store deals and promotions. Public relations work in the lead-up to