We often cite nationalist communication narratives as the shallow end of the meaningful development curve, but they also have a habit of emerging (very effectively) during times of national strife and suffering. Well we have seen several examples of late, Hovis being a prime example.

By highlighting the defining moments shaping the modern British identity, Hovis reminds us of what has made our country what it is and prompts us to feel pride in the difficulties and the triumphs. Unlike other nationalist propaganda, Hovis very cleverly mixes difficult and sometimes shameful moments in British history along with those that we would have obvious affection for, creating an authentic view of the national image.

By association, Hovis gets to benefit. And why shouldn’t they? Hovis via Ridley Scott also brought us one of Britain’s most loved ads, which also cleverly captures the national feel.