If you haven’t seen a video of a loaf of bread, a burger, or an unusually still-looking pet being sliced into on your feed, revealing (to your relief) that it’s actually a Battenberg this year, the algorithm has failed you. Don’t worry, we’ll catch you up – cakes that don’t look like cakes are in, cakes that look like cakes are out. The latest to take a creative spin on the trend is Wieden+Kennedy London, creating a series of idents for Sainsbury’s as Taste the Difference takes over the sponsorship of Channel 4’s The Great British Bake Off. Featuring cake illusions by Ben Cullen, Cake or not cake? encourages audiences to debate with fellow viewers in the room over whether an orange is made out of icing or not.
“The internet owns the idea [of cake illusions] but we’re really excited to bring it to the huge Bake Off audience, surprising them with more cake content,” says Philippa Beaumont and Freddy Taylor, associate creative directors at Wieden+Kennedy London. “I think it’s always a good sign when advertising is in step with cultural trends, so it feels right to be launching Cake or not cake?.” Bringing an interactive twist to the strange fake cake cultural phenomenon, Wieden+Kennedy landed on something short, simple and humorous for the work. The idents are directed by Joseph Mann, produced by Blink Productions and voiced by Stephen Fry.