Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?


Real Bakes Defy TV Food Beauty Standards in Singalong Great British Bake Off Trailer

Animated cakes, tarts and pastries cover Christina Aguilera’s ‘Beautiful’ in new trailer by 4Creative and director Alex Boutell

Real Bakes Defy TV Food Beauty Standards in Singalong Great British Bake Off Trailer

Channel 4 has launched the new TV marketing campaign for The Great British Bake Off in a roadblock across its network, promoting the show’s much-anticipated ninth series.

The film celebrates the inspirational effect that the biggest baking show on TV has on amateur bakers across the UK.

The cast of lovingly homemade treats including a chocolate hedgehog, Welsh and rainbow cakes, Yorkshire puddings, Portuguese tarts and a bread swan sing along to ‘Beautiful’ (recorded by Christina Aguilera in 2002, written and produced by Linda Perry) before a sensational showstopper is surrounded by judges and presenters Prue Leith, Paul Hollywood, Sandi Toksvig OBE and Noel Fielding. The film finishes with the voice over: ‘Let the baking season commence’.

The bakes were created by baking expert, presenter and author Juliet Sear. The voices used include gospel singers from The Kingdom Choir, who performed at this year’s royal wedding of Prince Harry and Meghan Markle.
The wider campaign will include posters and bus-sides which pay homage to the judges and presenters, who are presented as iconic showstopper bakes.
The Great British Bake Off launched in its new Channel 4 home last year and attracted an impressive average audience of nine million viewers per episode (10m for the final), rising to 10.5m with linear repeats. It was the biggest TV series of 2017 for viewers aged 16-34.
The new campaign was commissioned by Channel 4 Marketing and produced by the broadcaster’s award-winning in-house creative agency 4Creative who were behind last year’s award-winning stop-motion GBBO film which launched the debut series on Channel 4.

Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.

Advertiser: Channel 4

Clients: Head of Marketing: James Walker, Group Marketing Manager: Harry Dromey and Grace Ayres, Marketing Manager: Sean Boles, Group Social Media Manager: James Smart

Creative Agency

Creative Agency: 4Creative

Art Director: James Hatt, Jim Chambers (Print)

Executive Creative Director: Alice Tonge

Digital Producer: Lucy Ferguson (Digital Production Assistant: Kelly Lacroix)

Senior Digital Producer: Christos Savvides

Business Director: Jane English

Retoucher: Stuart Frost @ Curious

Editor: Charles Barclay (Social Video)

Social Media: Dave Gibson

Artworker: Giles Butcher (Print)

Director: Alex Boutell

Project Director: Olivia Emmerson

Senior Producer: Tabby Harris

Photographer: Danielle Wood

Executive Producer: Shananne Lane

Production Company

Food Stylist: Juliet Sear, Style Department


Edit Company: Cut + Run

Editor: Nick Armstrong


Music : Rich Martin (ENVY Advertising)


Sound Company: ENVY Advertising


Stylist: Kate Ruth

Category: Publications and media , Tv and radio

Genre: Animation , Comedy , Music performance , Tabletop