"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.