Advertising

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

By Katie Deighton | Senior Reporter

August 3, 2017 | 3 min read

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.

GBBO

Great British Bake Off returns

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.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

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".

Channel 4: Great British Bake Off trailer by 4Creative & BlinkInk

By Channel 4

Overall Rating 4/5

Vote now
Advertising

More from Advertising

View all

Trending

Industry insights

View all
Add your own content +