The Drum Awards Festival - Extended Deadline

-d -h -min -sec

Creative Great British Bake Off (GBBO) Ads We Like

Ads We Like: GBBO’s singing bakes embrace their flaws in a haunting rendition of ‘Beautiful’


By Katie Deighton, Senior Reporter

August 3, 2018 | 3 min read

The Great British Bake Off’s (GBBO) anthropomorphic bakes have triumphantly returned for a second trailer, but this time it’s the smooshed, the cracked and the underbaked creations that hold the spotlight with a cover of Christina Aguilera’s 'Beautiful'.

Great British Bake Off

Great British Bake Off

Devised by 4Creative to mark the 11th series of the show, the film opens with a deformed chocolate hedgehog whispering ‘Don’t Look at Me’ alone in the dark. Then follows the heart-breaking lyrics regarding insecurity, pain and shame – sung by abandoned scones, squashed cupcakes and a flat Yorkshire pudding.

But as the long reaches its uplifting modulation, a misshapen pastry swan operatically declares that he is, indeed, beautiful – no matter what they say.

Other bakes join in the chorus, which ends with a fantastical three-tiered creation in the GBBO tent. The covered up crack in her sponge forms her mouth, as judges Paul Hollywood and Prue Leith, and presenters Sandi Toksvig and Noel Fielding look on.

The bakes were created by baker, presenter and author Juliet Sear. The gospel singers from The Kingdom Choir, who performed at this year’s royal wedding of Prince Harry and Meghan Markle, provided the voiceover.

The wider campaign will comprise posters and bus wraps, which will see the judges and presenters turned into 'showstopper' bakes.

It’s the second year that baking show will be shown on Channel 4, which won the rights to broadcast the GBBO from the BBC in September 2016. The trailer for the 2017 series featured an array bakes singing The Frog Chorus' divisive ditty 'We all Stand Together'.

Channel 4: advert-body-1 by 4Creative

By Channel 4

Overall Rating 4/5

Vote now
Creative Great British Bake Off (GBBO) Ads We Like

Content created with:

Channel 4

Channel 4 is a British public-service television broadcaster that began transmission on 2 November 1982. 

Find out more

More from Creative

View all


Industry insights

View all
Add your own content +