A 'contraband' substance anchors this year's 'Great British Bake Off' trailer

Mischievous Channel 4 promo plays on shortage of the white stuff in lockdown

Published On
Sep 02, 2020

Editor's Pick

"The Great British Bake-Off" is back for a new season, and Channel 4's mischievous new trailer for the hit U.K. reality TV show has fun with the flour shortages that occurred earlier this year during lockdown.

The film, by the broadcaster's in-house agency 4Creative, shows people despairing over not being able to get hold of a particular substance. Teenagers and seniors text about whether they can get any, a businessman begs at the kitchen of a pizza restaurant, and people whisper over garden fences about whether a friend of a friend can get some. The final scene shows a kid arriving at his grandmother's door with a bag of the coveted white stuff—flour.

While previous trailers for the show have featured animated cakes singing to Paul McCartney and Christina Aguilera and VFX extravaganzas, this year's switches to live action and a more low-key humor, perhaps in accordance with the mood of the pandemic.

“Bake Off’s Back—like a well-earned slice of sweet relief in a rather terrible year," said Lynsey Atkin, executive creative director, 4Creative in a statement. "So this time round, instead of creating another epic ad for the best show on telly, we wanted to tell a smaller story—one about a few people and a whole nation all at once. Because if the last few months have taught us anything, it’s that we, the British public, will do anything for bread.”

Series 10 of "The Great British Bake Off" in 2019 was the second biggest series watched by young viewers in the U.K. Series 11 has been filmed during lockdown, with the cast and production team having to live in a "self-contained biosphere" during filming so as not to risk spreading the virus. 


Sep 02, 2020
Client :
Channel 4
Agency :
Head of Genre Marketing :
Nic Moran
Marketing Lead :
Jane English
Marketing Executive :
Maya Padhya
Executive Creative Director :
Lynsey Atkin
Deputy Executive Creative Director :
Eoin McLaughlin
Creative Team :
Nick Lindo
Creative Team :
Seb Thomas
Director :
Dan Chase
Executive Producer :
Shananne Lane
Lead Producer :
Paige Bentley
Senior Project Manager :
Olivia Emmerson
Creative Team :
Scott Taylor
Creative Team :
Andy Shrubsole
Producer :
Shizuka Hata
Digital Director :
Christos Savvides
Digital Producer :
Madeleine Smith
Digital Creative :
Chris Rice
Producer :
Shizuka Hata
Promo Director :
Greg Carter
Digital Production and Edit Assistant :
Jasmine Stradling
Associate Social Director :
Kelly Lacroix
Creative placement team :
Hannah Young
Creative placement team :
Izzie Rodgers
Martin Hill
Production Designer :
Kave Quinn
Wardrobe :
Cynthia Lawrence-John
Location Sound :
Judi Lee
Editor :
Alex Lea
Colorist :
Color :
Time Based Arts
Online :
John Cryer
Production :
Platform Post
Audio Mix :
Ian Chatham
Post Production Producer :
Jackie Sanders
Illustrator :
Barry Falls
Retouching :

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