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".