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Creative Great British Bake Off (GBBO) Creative Works

Ads We Like: Cookie Monster cameos in manic The Great British Bake Off spot


By Imogen Watson, Senior reporter

July 30, 2019 | 3 min read

The Great British Bake Off (GBBO) is returning for another series with an uplifting campaign celebrating how the show brings together the nation through baking.



Taking inspiration from the baking fever around the screening of the hit TV show, the spot sees the nation gripped in excitement as shoppers frantically clear the aisles of baking ingredients and causing chaos at supermarkets.

Set against the backdrop of The Beatles’ track ‘All Together Now’, is as wacky and eccentric as lovers of GBBO have come to expect. In a fantastical style, reminiscent of Alice in Wonderland, the trailer featuring a pair enjoying a cup of tea while bathing in a cup of tea, an oven full of miners holding perfectly baked pasties and singing cupcakes of the hit show's cast members, Noel Fielding, Sandi Toksvig, Paul Hollywood and Prue Leith.

The trailer also shows some creative and unique twists on how people make and enjoy their favourite baked goods. There’s even a special cameo from Sesame Street’s cookie connoisseur the Cookie Monster.

Commissioned by Channel 4 Marketing, the film has been created and produced by Channel 4’s in-house creative team, 4Creative, and directed by Alex Boutell.

Discussing the launch of the trailer, James Walker controller of marketing and media, said: “The effect the Great British Bake Off has on the nation is undeniable. The idea for our creative brings together the show’s ability to entertain millions of viewers and also to inspire and energise them into attempting their very own baked showstoppers.

"From the quirky and fun take on bakers across the nation, the inclusion of a Beatles track to an appearance from the Cookie Monster, 4Creative have produced all the right ingredients for a great campaign.”

Adding to this, Chris Wood acting head of 4Creative, said: “In previous years we’ve used our big Bake Off launch film to celebrate the nation’s collective love of bakes and cakes.

"This year we wanted to shift the focus to the people behind the bakes, giving a voice to the diverse and passionate bakers of Britain, a nation blessed with a legacy of rich regional baking traditions, culinary creativity and a universal willingness to give it a go.”

Channel 4: The Great British Bake Off by 4Creative

By Channel 4

Overall Rating 4/5

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