Boy on the Bike was one of five adverts that Ridley Scott directed for Hovis in the early 1970s. It shows a boy pushing a bicycle laden with bread up a picturesque English cobbled street. It has repeatedly been named one of Britain's most loved adverts. Its popularity has been attributed to its nostalgia for "wholesome images of village life," as well Scott's visual direction. Gold Hill, where the advert was filmed, has since become a popular location for films and merchandise and a memorial to Hovis now stands at the top of the hill.

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