Hovis has introduced a new 122 second advert celebrating its 122 years in business.
Filmed in Liverpool, it captures the highs and lows experienced by people in Britain during that time, including the suffragette movement, both World Wars, the miners’ strike and England winning the World Cup.
It ends with the message: "As good today as it’s always been".
Premier Foods says the ad is designed to rejuvenate the brand, which is worth £380m, as well as drive category growth.
There will also be shorter versions of the ad running until December.
Hovis marketing director Jon Goldstone says: "The new ad encapsulates the strength of Hovis’ heritage and reaffirms the power of the brand.
"We have invested heavily in creating this epic to cement Hovis’ position as a leader within the bread category."