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Hovis and Evans Cycles make point that e-bikes open up cycle commuting to more people

Carl Barlow, the boy who pushed his bike up the cobbled hill in Ridley Scott’s 1973 Hovis advert has finally conquered it in the saddle. The 57-year-old retired firefighter recently scaled Gold Hill in Shaftesbury, Dorset, on an electric bike.

“Get it inside you, boy, and you’ll be going up that hill as fast as you come down,” was the advice given to the loaf-carrying boy in the original ad.

However, it was actually a collaboration between Hovis and Evans Cycles which finally resulted in Barlow almost effortlessly riding up the slope on a Pinnacle e-bike, 44 years after that famous footage was shot. Needless to say, he also recreated the feet-off-the-pedals descent.

Hell on Hovis Hill

“How do you defeat one of Britain’s steepest commutes without breaking a sweat?” is the question, at the end of the video, which promotes a wider study into how e-bikes could persuade more people to cycle commute.

Sir Ridley Scott's first film was all about the bike - and now you can watch it online

Evans says that concerns about the time taken to make a journey and fears of arriving at work hot and sweaty could become a thing of the past.

They also highlight the cost, claiming that the average one-off cost of an e-bike of £1,484 means that the average commuter would save an annual £1,885 by switching from cars or public transport.

Evans’ research also echoes previous studies that have indicated that active commuting reduces stress.

Alex has written for more cricket publications than the rest of the road.cc team combined. Despite the apparent evidence of this picture, he doesn't especially like cake.

8 comments

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jollygoodvelo [1685 posts] 5 months ago
8 likes

People riding bikes for transport?  Not wearing lycra?  Surely not.   3

 

Enjoyed that, good work Evans.

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reliablemeatloaf [108 posts] 5 months ago
4 likes

Not really "conquered" if you used a motor, is it?

Kind of like "conquering" Everest with a helicopter.

E-bikes suck.

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brooksby [2811 posts] 5 months ago
1 like
reliablemeatloaf wrote:

Not really "conquered" if you used a motor, is it?

Kind of like "conquering" Everest with a helicopter.

E-bikes suck.

Modist!

 

 

(Although I agree with your analogy).

Avatar
Martyn_K [230 posts] 5 months ago
3 likes
reliablemeatloaf wrote:

Not really "conquered" if you used a motor, is it?

Kind of like "conquering" Everest with a helicopter.

E-bikes suck.

 

Was overtaken going up Combe Gibbet (no. 25 UK climbs) by an old chap on a e-bike. There was me grinding up in the 39/25 stacking 400w through the cranks and he sails past. Not a bead of sweat had soiled his nice pressed shirt.

Anyway, he stops at the top where there are some wonderful views of Berkshire and Oxfordshire. I stop too and wait for my club buddies and admire the view.

After a sip of a drink and a bite of a sandwich he comments; 'it's lovely up here, i could never manage that climb without this beauty' while patting the handle bars.

 

So you see that your evaluation of 'conquering' is applicable to you, but not applicable to 'all'. This old fella was out in the fresh air and because of his e-bike was able to get to places he otherwise would not. He was enjoying the countryside and all it had to offer. You could say that he was conquering living as he was still fit and healthy (albeit with some assistance!) despite being in the autumn of life.

 

FWIW, just about got up Gold Hill a few years ago on a cold february morning. I keep meaning to have another go in the summer when there is no damp moss between the cobbles. 

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Leviathan [2904 posts] 5 months ago
1 like

Flagged - wrong activity type.

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davel [2055 posts] 5 months ago
2 likes
Martyn_K wrote:
reliablemeatloaf wrote:

Not really "conquered" if you used a motor, is it?

Kind of like "conquering" Everest with a helicopter.

E-bikes suck.

 

Was overtaken going up Combe Gibbet (no. 25 UK climbs) by an old chap on a e-bike. There was me grinding up in the 39/25 stacking 400w through the cranks and he sails past. Not a bead of sweat had soiled his nice pressed shirt.

Anyway, he stops at the top where there are some wonderful views of Berkshire and Oxfordshire. I stop too and wait for my club buddies and admire the view.

After a sip of a drink and a bite of a sandwich he comments; 'it's lovely up here, i could never manage that climb without this beauty' while patting the handle bars.

 

So you see that your evaluation of 'conquering' is applicable to you, but not applicable to 'all'. This old fella was out in the fresh air and because of his e-bike was able to get to places he otherwise would not. He was enjoying the countryside and all it had to offer. You could say that he was conquering living as he was still fit and healthy (albeit with some assistance!) despite being in the autumn of life.

 

FWIW, just about got up Gold Hill a few years ago on a cold february morning. I keep meaning to have another go in the summer when there is no damp moss between the cobbles. 

I'm flagging this too - activity type: humblebrag.

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Redvee [377 posts] 5 months ago
0 likes

I've seen the hill from the top but not had the chance to try the ascent and don't think I would, safe to say the KoM is secure.

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cdamian [178 posts] 5 months ago
0 likes

This works even better with an electric motorbike, or just a motorbike, car, helicopter, rocket.

Or you could just walk.