The first 'Great British Bake Off' trailer focuses on the "gift" of baking amid the coronavirus pandemic.
Matt Lucas
The hugely popular competition is "coming soon" to Channel 4, and the broadcaster has unveiled its first promo video to hype the new series.
The new short film - which will debut at 8pm on Tuesday (01.09.20) will focus on the nation's love of baking and how flour was in short supply during lockdown earlier this year.
Zaid Al-Qassab, Chief Marketing Officer, said: "This year's 'Great British Bake Off' campaign highlights that baking is about so much more than sustenance - it's a gift.
"The film illustrates the nation's joyous love of baking inspired by our shared experience of lockdown in a typically Channel 4 way and we hope it gets viewers as excited as we are for the return of our biggest show!"
And Lynsey Atkin, Executive Creative Director at 4Creative, added: "Bake Off's Back - like a well-earned slice of sweet relief in a rather terrible year.
"So this time round, instead of creating another epic ad for the best show on telly, we wanted to tell a smaller story - one about a few people and a whole nation all at once.
"Because if the last few months have taught us anything, it's that we, the British public, will do anything for bread."
'Bake Off' - which will be co-hosted by Noel Fielding and programme newcomer Matt Lucas - wrapped filming on series 11 by the middle of August.
The show's official Twitter account shared a behind-the-scenes photo and revealed: "Filming has wrapped on the new series of The Great British Bake Off. More news soon... (sic)"
Back in July, it was confirmed 'Bake Off' had resumed shooting ahead of a new series airing later this year.
Gary Davey - CEO of Sky Studios, the parent company of 'Bake Off' producer Love Productions - said filming was "going very well".
He added: "As you can imagine, there was a lot of work collaboratively between Love Productions and our Covid protocols team just to get that right."
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