Disastrous bakes are still 'beautiful' in Channel 4's hilarious 'Great British Bake Off' trailer

4Creative follow up last year's singing cakes extravaganza for the hit U.K. show

Published On
Aug 06, 2018

Editor's Pick

In this year's trailer for its hit baking show "The Great British Bake Off," Channel 4 has followed up last year's singing cakes extravaganza with a possibly even funnier version.

While 2017 saw a selection of cakes and pastries singing along to the Paul McCartney song, "We All Stand Together," this year sees a host of imperfect baked goods come together for a heartfelt version of Christina Aguilera's 2002 hit "Beautiful." From the moment an overly toothy chocolate hedgehog opens his mouth--other singing treats include a damp Welshcake, a Yorkshire pudding that didn't rise, a wobbly wedding cake and a burned scone being chucked in the garbage--you can't help but smile. The trailer finally wraps up with a beautiful cake being admired by the judges, as it sings the last line of the song.

(The theme of imperfect bakes that are still beautiful also echoes the popularity of blogs like Cakewrecks as well as the "Great British Bake Off" spin off show, "An Extra Slice," where people in the studio audience are encouraged to bring in their disastrous baking attempts.)

The campaign was once again produced by in-house creative agency 4Creative, and will also include posters and bus-sides which pay homage to the judges and presenters.

The bad bakes were created by baking expert, presenter and author Juliet Sear, while the voices used include gospel singers from The Kingdom Choir, who performed at this year's royal wedding of Prince Harry and Meghan Markle.Despite concerns last year when the show moved from the BBC to Channel 4 and changed three out of its four presenters, "The Great British Bake Off" continues to be one of the U.K.'s most popular shows. The final attracted 10 million viewers and it was the biggest TV series of 2017 for viewers aged 16-34.


Aug 06, 2018
Retouching Company :
Retouching :
Stuart Frost
Photography :
Danielle Wood
Audio Company :
Audio :
Rich Martin
Edit Company :
Cut + Run
Editor :
Nick Armstrong
Stylist :
Kate Ruth
Art Director :
James Hatt
Director of Photography :
Matt Fox
Edible :
Style Department
Edible Artist :
Juliet Sear
Design :
Oliver Booth
Creative Artworker :
Giles Butcher
Creative & Art Director :
Jim Chambers
Social Video Editor :
Charles Barclay
Digital Production Assistant :
Kelly Lacroix
Digital Producer :
Lucy Ferguson
Senior Digital Producer :
Christos Savvides
Project Manager :
Olivia Emmerson
Business Director :
Jane English
Senior Producer :
Tabby Harris
Exec Producer :
Shananne Lane
Director :
Alex Boutell
Creative :
Stacey Bird
Creative :
Jack Croft
Executive Creative Director :
Alice Tonge
Social Media Manager :
James Smart
Group Social Media Manager :
James Smart
Marketing Manager :
Sean Boles
Group Marketing Manager :
Grace Ayres
Group Marketing Manager :
Harry Dromey
Head of Marketing :
James Walker
Agency :
Brand :
Channel 4

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