"As we stand on the edge of possibility, we choose the path less traveled."
Set to to the grandiose tune of Richard Strauss's "Thus Spake Zarathustra," aka the theme from 2001: A Space Odyssey, this new Lurpak butter ad from Wieden + Kennedy London (and Blink director Dougal Wilson) takes place in a world that looks like the love child of Stanley Kubrick and George Lucas.
Advertising the brand's new Cook's Range of oils and butters, the ad transforms ordinary (yet dramatically lit) kitchens into basically the entire universe.
Of particular note is the GoPro-meets-lunar-landing slo-mo shot of a woman dropping a yolk on an extraterrestrial landscape of beautiful flour. There's also an otherworldly shot that transforms a gas stove into rocket burners and a carrot into a spaceship. This is so cool.
Lurpak and W+K have a long history of doing food porn together, and have a couple of gold Lions in Film Craft from Cannes to show for it. (Their first collaboration that we covered, in 2011, was "Kitchen Odyssey," which we called "the kind of commercial Stanley Kubrick would make if he were still alive." So, they're certainly consistent.)
This new ad, though, is a close encounter of the nerd kind. So say we all.