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7 October 2021

Let them eat cake.

by Syd Briscoe

The Great British Bake Off: “Life's Looking Sweeter” - 60s

We could all use a bit of cheering up after the last however many months, and thankfully there's wholesome reality telly on the horizon with the twelfth season of the Great British Bake Off. This gently surreal campaign draws attention to the Channel 4 show's return, suggesting that "life's looking sweeter" with the prospect of soggy bottoms on screen once more.

The series darts around the country spreading sugary joy, placing giant versions of cakes on farms, at ring roads, and even transforming the White Cliffs of Dover (a Channel 4 hobby horse) into a Victoria sponge. Small details reward attentive viewers and ramp up the comedy, such as a road sign warning of "icing ahead" and a number plate for C4K3 F4N.

Creative Agency: 4 Creative Ⓟ Ⓦ
ECD: Lynsey Atkin
Creative Director: Chris Wood / Zoe Nash ♀ / Sali Horsey ♀
Agency Producer: Charlie Bettice / Rory Maclean
Film Production: 4 Creative Ⓟ Ⓦ
Director: Robin Mahoney

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