The Great British Bake Off by 4creative

This project has been selected for the Advertising – Commercial category in The Annual 2018, CR’s award scheme celebrating the best in commercial creativity

For its trailer for the 2018 series of The Great British Bake Off, Channel 4 drew on the many mishaps and fails that form part of the journey to baking greatness. The film featured everything from cakes to Yorkshire puddings, to a comical-yet-triumphant bread swan, all animated and singing along to Christina Aguilera’s power ballad Beautiful, no matter what state of disrepair they might be in. At the end, the ad then moves from domestic settings into the famous Bake Off tent, where one contestant is shown presenting a truly impressive showstopper to the programme’s four judges. 

Agency: 4creative. Executive Creative Director: Alice Tonge. Executive Producer: Shannane Lane. Creatives: Jack Croft, Stacey Bird, Sam Walker. Director: Alex Boutell. Senior Producer: Tabby Harris. Business Director: Jane English. Senior Director: Alex Boutell.