Channel 4 has unveiled a sweet new animated marketing campaign for the highly-anticipated return of the 14th series of the Great British Bake Off.
Developed by Channel 4’s in-house creative agency, 4creative, the playful film features a group of ingredients embarking on an epic journey as they make their way to the iconic Bake Off tent.
The 60-second film – set to tune of Belinda Carlisle’s ‘Heaven is a Place on Earth’ – features the strapline, ‘Everyone’s excited, even them’.
The advert follows the journey of the animated characters – eggs, raspberries, chocolate, butter and flour – who are determined to fulfil their baking destiny.
The cheerful bunch are seen overcoming a series of challenges, such as dodging over-friendly dogs, battling the elements and avoiding getting squashed, all in the hope of becoming a Bake Off showstopper.
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Initially airing on Channel 4 this evening, (30 August), the Bake Off advert will also be showcased across wider multimedia channels.
“Bake Off is a very special thing, so it stands to reason that even those getting cracked, mixed, whipped and dipped all in the name of a showstopper, are equally as excited about its return,” said 4creative executive creative director, Lynsey Atkin.
“The team have had a lot of fun creating this ingredients odyssey with the brilliant people at The Line Animation.”
Channel 4 marketing director Amber Kirby added: “Nobody can resist the allure of Bake Off, not even the ingredients themselves!”
“Which in itself is quite unexpected, but it’s a magical reminder of the Bake Off joy. It’s been great fun seeing the ingredients come to life and we hope people are as excited as we are, to welcome Channel 4’s biggest show back to our screens.“
The new series is expected to air on 4 September, to be co-hosted by new presenter Alison Hammond and returning presenter, Noel Fielding, as well as judges Prue Leith and Paul Hollywood.
