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We live on hill made famous by iconic advert – but it’s flooded by tourists playing theme tune… they think we’re actors

Published on May 04, 2025 at 10:52 AM

RESIDENTS living on a hill made famous by an iconic advert have described how tourists have flooded the area, playing the ad’s theme.

Locals living along the cobbled Gold Hill in Shaftesbury, , made famous in a , say visitors even peer into their homes, thinking the residents are actors.

A tourist taking a picture of Gold Hill in Shaftesbury, England.
Residents living on Gold Hill have slammed tourists for flooding their picturesque area
A man stands outside a cottage on Gold Hill in Shaftesbury, England.
Local Tristan Greatrex says that visitors often don’t believe people live on the street
A man stands outside a stone cottage on Gold Hill in Shaftesbury.
Retired GP Nigel McKee added that tourists were ‘a bit annoying’ when he first moved in

The ad, which has been voted the nation’s all-time favourite in the past, has lent its name to the street, which is sometimes still referred to as “Hovis Hill”;.

Thousands of tourists flock to the famous spot each year, but some locals have had to deal with peculiar interactions.

Visitors have been said to come up the hill whistling the theme tune from the advert, or even play it on their phones, with some pushing a bike too in order to recreate the ad.

Retired GP Nigel McKee, 67, has had his cottage on the street since 2013, saying he bought the property for its location.

While he says there’s a “fantastic view”; living on the hill, he admitted that tourists were “a bit annoying”; at first, when he moved in.

He said: “At first people looking in the window was a bit annoying but you get used to it after a while.

“It is romantic – and everyday you hear somebody coming up the hill whistling the tune from the advert.

“People seem surprised that people do live here. There was a German tourist once who said ‘do you live here?’ and I said ‘yes’ and he said ‘in you’d get paid to live in a house in a tourist brochure’.”;

Tristan Greatrex and his partner Melanie Fontana moved to Gold Hill over five years ago after finding the setting “jaw-dropping”;.

He said that tourists don’t believe they live there, adding: “They often ask if we have got gas and electricity – they must think we live in the dark ages, it is just amusing.

“You see the tourists walking up the hill looking down the advert to Hovis on their phone and recreating it – it is nice that people do that.”;

Melanie, in her 60s, said that tourists must think that the houses are either “empty or staged”;.

The couple own two cottages, one being their home and the other a recently set up holiday house.

Despite the strange interactions with some visitors, the couple still enjoy living there.

Melanie explained how respectful are at the site, adding that she wanted other people to have “the joy”; of discovering Gold Hill.

Hovis’ advert, which featured 13-year-old child actor Carl Barlow pushing a bread-laden bicycle up the hill, was in 2017 by the same actor.

The ad was voted the nation’s favourite of all time, even beingspoofed by five years later.

Director oversaw the ad, which sees the bakery boy free-wheeling down the steep hill after making his delivery.

While some residents are annoyed by the tourists, many others have embraced the hill’s rich .

One local in the past even for tourists to use as a photo prop, or to recreate the advert.

A woman stands in a doorway, wearing an orange shawl and a floral shirt.
Local resident Melanie Fontana says she wants others to discover the ‘joy’ of Gold Hill
Giant loaf sculpture on Gold Hill, Shaftesbury.
There is a permanent Hovis display at the top of the hill for tourists to interact with
Aerial view of Gold Hill in Shaftesbury, Dorset, England.
Gold Hill is one of the steepest streets in England

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