Baking unites Brexit Britain in this year's 'Great British Bake Off' trailer

Channel 4 uses Beatles track 'All Together Now' to promote new series of the hit show

Published On
Jul 30, 2019

Editor's Pick

It may not contain any overt references to Brexit, but there's something about the trailer for this year's series of U.K. hit show "The Great British Bake Off" that smacks of a desperation to unite the nation. Not, however, with Boris Johnson's "no deal" plans but with baking. 

Set to the Beatles track "All Together Now," the trailer depicts the U.K. in a baking frenzy, with images of people clearing the shelves of cake ingredients (perhaps before they run out due to No Deal?), a cake hot air balloon flying over the British countryside and a stock exchange trader looking cheerful as he thinks about baking (and not about the pound going off a cliff, we presume.) There's also an oven full of singing miners, which seems like nostalgia for the days of a now virtually defunct British industry. And what of the appearance of Cookie Monster -- a nod to Britain's future relationship with the U.S. and Donald Trump perhaps?

It's the third in a series of cheery animations by Channel 4's in-house creative department 4Creative since the broadcaster took over the show in 2017. Last year's effort was set to "Beautiful" by Christina Aguilera, and prior to that we had cakes singing along to Paul McCartney. The show remains one of the most popular on Channel 4, with 7.5 million people watching the 2018 final. 

This year is more about the bakers than the cakes, says 4Creative's acting head Chris Wood: “In previous years we’ve used our big Bake Off launch film to celebrate the nation’s collective love of bakes and cakes. This year we wanted to shift the focus to the people behind the bakes, giving a voice to the diverse and passionate bakers of Britain, a nation blessed with a legacy of rich regional baking traditions, culinary creativity and a universal willingness to give it a go.”

 

Credits

Date
Jul 30, 2019
Client:
Channel 4
Agency:
4Creative
Head of Creative:
Alice Tonge
Creative Director:
Eoin McLaughlin
Creative:
Andy Shrubsole
Creative:
Scott Taylor
Director:
Alex Boutell
Group Business Director:
Matt Berry
Head of Production:
Clare Brown
Executive Producer:
Shananne Lane
Producer:
Louise Oliver
Project Manager:
Olivia Emmerson
Director of Photography:
Matt Fox
Production Designer:
Simon Davis
Editor:
Adam Rudd
Edit:
White House Post
Online:
Dean Wyles
Online:
Envy Post Production
Telecine Colorist :
George K
Telecine Color:
Black Kite Studios
VFX:
Analog Studio
VFX Supervisor/Lead 2D:
Fabio Zaveti
2D Artist:
Valentina Bartiromo
Lead 3D:
Simon Reeves
3D Artist:
Matt Chandler
3D Artist:
Tim Phillips
3D Artist:
Mark Jackson
VFX Producer:
Rose Nicholson
Scones Animation :
Joe Sparkes
Music Company:
Leland Music
Music Supervisor:
Abi Leland
Music Supervisor:
Ed Bailie
Music Supervisor:
Codie Childs
Music Arranger:
Benjamin Price
Mix:
Rich Martin
Mix:
Envy Post Production
Controller of Marketing and Media:
James Walker
Group Marketing Manager:
Nic Moran
Marketing Manager:
Laura Woodcock
Marketing Executive:
Maya Padhya

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Project Type