Channel 4 "The gift" by 4Creative

Channel 4 promotes the eleventh series of The Great British Bake Off with a tale of people's feverish quests for flour, which was in short supply during lockdown.

In the final scene – reminiscent of Hovis’ classic "Boy on the bike" ad from 1973 – a boy on a bicycle saves the day with a bag of flour, heralding the return of baking and the show. The campaign will also include social media and radio activity and a poster and print ad featuring a bespoke tea towel, illustrated by Barry Falls and showcasing memorable Bake Off scenes including Ruby’s collapsing vegan cake, a Hollywood handshake and the squirrel.

The film was created by Nick Lindo and Seb Thomas and directed by Dan Chase, while the poster and press ad was created by Scott Taylor and Andy Shrubsole. 

Credits

Head of genre marketing
Marketing lead
Marketing executive
Agency
Executive creative director
Deputy executive creative director
Creative team
Director
Executive producer
Lead producer
Senior project manager
Poster & press only:
Producer
Social only:
Digital director
Digital producer
Digital creative
Producer
Promo director
Digital production and edit assistant
Associate social director
Creative placement team
Production designer
Location sound
Editor
Post production producer
Illustrator
Retouching