Once again, award-winning director Ringan Ledwidge gets a remarkable performance out of an actor; this time it's the charming lad who races through time, moving from cloth cap and cobbles, almost imperceptibly through various period and costume changes, to trainers and tracksuit.
'This project was hugely enjoyable to work on,' for Mill lead Flame Barnsley. 'We're really pleased with the finished film. Our brief was to make it feel like no VFX were used. From simple tasks like removing yellow lines, PVC windows and satellite dishes, to removing whole modern buildings, adding more suffragettes and striking miners, to creating a CG spitfire and adding Concorde footage, to adding a colliery,' he recalls, 'the main VFX work was in recreating the Millennium firework display.'
For Mill colourist Mick Vincent, 'The grade for Hovis was all about keeping the look without it being overworked. I had to make everything match and progress in time.'
In March 2009, Go on Lad won the Thinkbox Award for Best Television Commercial of the Year at the British Television Advertising Awards along with three Gold Awards. an APA Diamond and was named ITV's Ad of the Decade.