THE GREAT BRITISH BAKE OFF RETURNS TO CHANNEL 4, TRAILER RELEASED

In the trail, viewers will be invited into an animated world which reflects the warmth and inspiration that The Great British Bake Off brings to its army of fans.

Representing the sweet relief Bake Off season brings, hosts Noel Fielding and Alison Hammond - in animated form as a cowboy boot wearing butterfly and leopard print clad Queen Bee, respectively - will fly audiences from a stormy, angry sky into a bright and colourful joyful world of baked goods.

Animated Alison and Noel fly towards the iconic Bake Off tent, passing jammy dodger flowers, chocolate log trees, iconic showstopping bakes from past series, all set against an idyllic backdrop of beautiful matte-paintings.

The trail features a very special guest appearance from a much-loved caterpillar, and pays homage to judges Paul and Prue, whose names are carved into an animated tree.

Lex Down, Deputy Executive Creative Director, 4creative at Channel 4 says: “The Great British Bake Off is comfort telly at its best. We wanted our campaign to reflect this and deliver its own slice of cakey warmth and joy. We created pin badges adorned with bright baking illustrations and messages of positivity, and in a Great British Bake Off first created a fully animated world rich with detail that reveals different delights with each watch...

"Set to the smooth voice of Sammy Davis Jnr singing Sweet Gingerbread Man and with Noel and Alison as our metamorphosed guides, we hope to transport young and old, baking fans or not, to a place where the worst that might happen is a collapsing cake. Flour Power indeed.”

Bonnie Taylor-Forsyth, Director at Nexus Studios says: “We were blessed with our clients at Channel 4 who understood the nostalgic nerve I wanted to hit with this piece. We balanced it out with a more contemporary design style for the characters to keep it fresh. As a result, we have a series of shorts that reflect the warm tone of The Great British Bake Off as a series, peppered with some moments of comic wit.”

Iain Walters, Head of Marketing at Channel 4 says: “This beautiful, animated world is just the Sweet Relief we all need. It’s part of a joyous campaign that will encourage us all to stop scrolling and start artic-rolling, and see gingham become the colour of the season.”   

The Great British Bake Off is produced by Love Productions.