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The new Hovis ad tells the story of modern Britain through a series of iconic images (Suffragettes, soldiers marching off to World War I, the Blitz). The idea is that Hovis has always been there, on every step of the journey.

There is one interesting twist, though. At a certain point the ad runs out of iconic images. After The Blitz and VE Day comes the youthful, multi-racial 1960s and ’70s (mini-skirts, tank tops and all), then the 1980s Miners’ Strike and then the fireworks celebrating the Millennium and, er, that’s it. In other words, no binding images that pull…

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