"Go On Lad" is a British television and cinema advertisement launched by Premier Foods in 2008 to promote its Hovis brand of bread. The 122-second piece was commissioned as part of a £15,000,000 brand relaunch designed to reverse Hovis' declining market share and profits. The commercial follows the journey of a young boy through 122 years of British history, from the establishment of the Hovis brand in 1886 to the current day. The campaign was handled by advertising agency Miles Calcraft Briginshaw Duffy. Production of the commercial itself was contracted to London-based production company Rattling Stick, with post-production handled by The Mill. It was directed by Ringan Ledwidge. "Go On Lad" premiered on British television on 12 September 2008. The advertisement, and its associated campaign, proved a popular, critical, and financial success. Its launch was covered by several national newspapers within the United Kingdom, including The Independent and the Daily Mirror, on television programmes including the Granada Reports and Loose Women, and by over 300 local and national radio stations. Sales of Hovis products jumped by over £12,000,000 in the weeks following the launch of Go On Lad, and over 1,000 unsolicited letters and e-mails were sent to Hovis praising the piece. The campaign received dozens of awards from the advertising and television industries, including Golds at the Creative Circle Awards, the Marketing Society Awards, and the British Television Advertising Awards. In 2009, the British public voted "Go On Lad" the best television commercial of the decade. Sequence "Go On Lad" begins in 1886, with an over-the-shoulders view of a boy in a flat cap and brown jacket buying a loaf of bread in a bakery. After making his purchase, the boy leaves the shop into a bustling Victorian-era street, narrowly avoiding being run down by a horse and cart. He is chased into an alleyway by the cart's driver, losing his flat cap in the pursuit, and he passes a poster about the Titanic. When he exits through the other side the alley, a suffragette protest is underway. The boy weaves through a crowd of marching women bearing placards, emerging into an open square during World War I, where he spies a column of young soldiers on parade. The boy accompanies the soldiers for a few moments before peeling away to climb a nearby wall. After saluting the soldier he had marched next to, he climbs down the other