Four years before Ridley Scott made his first feature film (The Duellists in 1977) he was hammering away directing TV series and commercials including a spot called “Boy on a Bike” for UK bread makers Hovis, a one-minute film since voted the UK’s favorite ad of all time.

Now, the daunting task of updating this iconic snippet of pop culture, which made even the street it was filmed on famous, falls to Academy Films director Johnny Hardstaff and the VFX crew at MPC London thru Mother London.

The result forms the centerpiece of an integrated campaign spanning TV, video-on-demand, radio, digital, PR, and in-store media.

Watch Ridley Scott’s original 1973 Hovis spot:

Agency: Mother
Production Company: Academy Films
Director: Johnny Hardstaff
Director of Photography: Carl Nilsson
Production Company Producer: Annabel Ridley

Visual Effects Artists: Adam Crocker & Anthony Bloor
Post Production House: MPC
Post Production Producer: Dionne Archibald

Editor: Joe Guest at Final Cut
Sound Design: Sam Ashwell at 750mph
Music Composer: Tom Player at Wake The Town