Channel 4’s first trailer for The Great British Bake Off features baked goods with faces, singing along to “We All Stand Together” by Paul McCartney and the Frog Chorus.

The stop-motion spot includes animated croissants and pastries, doughnuts and dancing tarts, and fans are not sure whether the promo qualifies as cute, or creepy.

Viewers have been eagerly awaiting Channel 4’s first trailer for the series since it left the BBC as part of a three-year £75 million deal. It also led to Sue Perkins, Mel Giedroyc and Mary Berry all leaving the show.

Channel 4’s Chief Creative Officer Jay Hunt, who will step down in September, said Channel 4’s version of The Great British Bake Off has “got a new tone to it.”

“It’s got a new comic riff to it and I think that feels modern and future-facing,” she said in June. “So it’s a show that a lot of people love but with a slight Channel 4 spin which is exactly what I hoped it would be.”


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