Creativity

Disastrous bakes are still 'beautiful' in Channel 4's hilarious 'Great British Bake Off' trailer

4Creative follow up last year's singing cakes extravaganza for the hit U.K. show

By Alexandra Jardine. Published on Aug 06, 2018

Editor's Pick

In this year's trailer for its hit baking show "The Great British Bake Off," Channel 4 has followed up last year's singing cakes extravaganza with a possibly even funnier version.

While 2017 saw a selection of cakes and pastries singing along to the Paul McCartney song, "We All Stand Together," this year sees a host of imperfect baked goods come together for a heartfelt version of Christina Aguilera's 2002 hit "Beautiful." From the moment an overly toothy chocolate hedgehog opens his mouth--other singing treats include a damp Welshcake, a Yorkshire pudding that didn't rise, a wobbly wedding cake and a burned scone being chucked in the garbage--you can't help but smile. The trailer finally wraps up with a beautiful cake being admired by the judges, as it sings the last line of the song.

(The theme of imperfect bakes that are still beautiful also echoes the popularity of blogs like Cakewrecks as well as the "Great British Bake Off" spin off show, "An Extra Slice," where people in the studio audience are encouraged to bring in their disastrous baking attempts.)

The campaign was once again produced by in-house creative agency 4Creative, and will also include posters and bus-sides which pay homage to the judges and presenters.

The bad bakes were created by baking expert, presenter and author Juliet Sear, while the voices used include gospel singers from The Kingdom Choir, who performed at this year's royal wedding of Prince Harry and Meghan Markle.Despite concerns last year when the show moved from the BBC to Channel 4 and changed three out of its four presenters, "The Great British Bake Off" continues to be one of the U.K.'s most popular shows. The final attracted 10 million viewers and it was the biggest TV series of 2017 for viewers aged 16-34.

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Credits

Date
Aug 06, 2018
Client:
Channel 4
Agency:
4Creative
Head of Marketing:
James Walker
Group Marketing Manager:
Harry Dromey
Group Marketing Manager:
Grace Ayres
Marketing Manager:
Sean Boles
Group Social Media Manager:
James Smart
Social Media Manager:
James Smart
Executive Creative Director:
Alice Tonge
Creative:
Jack Croft
Creative:
Stacey Bird
Director:
Alex Boutell
Exec Producer:
Shananne Lane
Senior Producer:
Tabby Harris
Business Director:
Jane English
Project Manager:
Olivia Emmerson
Senior Digital Producer:
Christos Savvides
Digital Producer:
Lucy Ferguson
Digital Production Assistant:
Kelly Lacroix
Social Video Editor:
Charles Barclay
Creative & Art Director:
Jim Chambers
Creative Artworker:
Giles Butcher
Design:
Oliver Booth
Edible:
Style Department
Edible Artist:
Juliet Sear
Director of Photography:
Matt Fox
Art Director:
James Hatt
Stylist:
Kate Ruth
Editor:
Nick Armstrong
Edit Company:
Cut + Run
Audio:
Rich Martin
Audio Company:
Envy
VFX:
MPC
Photography:
Danielle Wood
Retouching:
Stuart Frost
Retouching Company:
Curious

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