Channel 4 promos its Great British Bake Off reboot with a chorus of singing baked goods

Channel 4 has begun marketing its much-anticipated series of the Great British Bake Off with a trailer starring an array of singing ingredients and baked goods.

Devised by the broadcaster’s in-house agency 4Creative, the new ad is soundtracked by Paul McCartney and The Frog Chorus' divisive ditty 'We all stand together'. The stop motion-style spot starts with the bass tones of a pile of flour, which is joined in song by animated rising bread rolls, cheese soufflés and slices of rainbow cake.

The food comes together in a mountainous, colourful heap of a cake to sing the Frog Chorus’ finale.

Channel 4, which enlisted Blinkink to produce the trailer, believes it is the first time an entire ad has been animated using baked products. A total of 335 baked characters were created for the project; these were born out of 500 eggs, 28kg of sugar and 50kg of flour.

The advert will air tonight (3 August) during the half time ad break of the Women’s Euros 2017 semi-final, where England will face the Netherlands.

Channel 4 won the rights to broadcast the Great British Bake Off from the BBC in September last year, swiping away the Love Productions show from the BBC. The channel has confirmed baking brands Lyle’s Golden Syrup and Dr Oetker as the series’ first sponsors, in a deal it labelled a “seven-figure dual partnership".

Search The Drum Jobs

Explore the best jobs in Marketing and Media industries
View all open jobs

Katie Deighton

Katie Deighton is The Drum’s senior reporter - creative and video based in London. She produces, films, presents and edits the title’s editorial video output, including series such as On The Scene, Ad Breakers and Why I Left Advertising, and manages its coverage of the creative sector. She also reports on the intersection between politics and marketing, as well as the third sector and fashion.

All by Katie