4Creative animates the unsung heroes of Bake Off: the ingredients

Boy, is there a lot to be excited about this season of Bake Off. We might be on our 14th season, a juncture when any normal TV show might have run its natural course, but not this show. Channel 4 is kicking things off with a new co-host (Alison Hammond!) and a plucky campaign from 4Creative and animation studio The Line.

4Creative describes the 60: ad as an “ingredient odyssey”. It opens on a six-pack of eggs (from Fielding’s Farm) rolling down chopping boards to escape to the Bake Off tent. Soon, raspberries, butter, flour, and chocolate squares are along for the ride through lakes and grubby roads to be used as ingredients in a cake which definitely wouldn‘t pass FSA regulations.

The Line are well known for its its brilliant work in 2D, and the ad – directed by JuanPe Arroyo and Tim McCourt (directors at the studio) – features a mix of animation and live action. “The animation style created by The Line gave each ingredient a unique personality – from the smooth, suave butter, to the feral little raspberries, bringing subtle jokes to every scene,” says 4Creative. “Using real ingredients moving as they naturally would, allowed us to blend the everyday and the mundane with the magical.”