The spot features cheerful CG-enhanced ‘ingredients’ happily embarking on an epic journey to face their destiny in the ‘Bake Off’ tent; new season debuts in September.
Channel 4 unveiled The Great British Bake Off’s new marketing campaign featuring a playful CG animated spot that follows a cheerful group of ingredients embarking on an epic journey to the iconic Bake Off tent. The network’s award-winning in-house creative agency, 4creative, produced the 60-second promo with the tagline “Everyone’s excited, even them,” set against Belinda Carlisle’s “Heaven is a Place on Earth.” Season 14 kicks off next month.
In the spot, despite their unexpected optimism for reaching the famous kitchen, the characters - eggs, raspberries, chocolate, butter, and flour - are determined to fulfill their baking destiny; they dodge overly friendly dogs, battle the elements, and avoid getting squashed, all to become a Bake Off showstopper. After reaching the tent, the sweet ingredients accomplish their dream before the finished cake is devoured by the judges and presenters - including new co-host Alison Hammond.
“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,” shared 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.”
“Nobody can resist the allure of Bake Off, not even the ingredients themselves!” added Channel 4 marketing director Amber Kirby. “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 teaser airs tonight on Channel 4 in the U.K. at 6:58 pm (local time) and as a featured roadblock at 9:00 pm. The campaign will also roll out accompanied by a broader multimedia campaign.
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The upcoming series will also see the much-anticipated arrival of new presenter Alison Hammond, who joins co-host Noel Fielding and judges Prue Leith and Paul Hollywood in the Bake Off tent.
Source: Channel 4
Debbie Diamond Sarto is news editor at Animation World Network.
