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.