Here’s one for Whiplash fans…
W+K London crafted a new spot for butter brand Lurpak, celebrating Lurpak spreadable and inviting home cooks to go “Freestyle.”
“Ladies and gentlemen, today we’re going to try something a little different. We’re going freestyle,” the spot begins, celebrating improvisation in the kitchen. Set to a jazz soundtrack, the ad invites comparisons between improvisational music and cooking.
“Freestyle,” directed by Juan Cabral, is visually striking, going way beyond typical food porn with inventive shots and unusual angles. The voiceover isn’t always as on point, such as when it concludes with the line, “That’s food,” but it provides the necessary framework for the concept, which presents the spreadable version of the butter as a means of freeing up exploration in the kitchen. It may be a bit of a stretch in terms of product integration, but it does make for a memorable spot with an interesting approach and there’s plenty of room left to more fully flesh out the idea.
The :30 version:
Credits:
Client: Lurpak
Project: Freestyle
Agency: Wieden & Kennedy London
Creative directors: Sam Heath, Kim Papworth
Creatives: Gustavo Kopit, Barnaby Blackburn
Designer: Bruce Usher
Executive Creative Directors: Tony Davidson, Iain Tait
Agency Executive Producer: Danielle Stewart
Group Account Director: Rachel Parker
Account Directors: Hannah Gourevitch, Katja Giannella
Account Executive: Stephanie Brooks
Head of Planning: Beth Bentley
Planners: Jennifer Lewis, Theo Izzard-Brown
TV Producers: Gemma Knight, Sahar Bluck
Creative Producer: Rebecca Herbert
Production Company: MJZ
Director: Juan Cabral
Production Company Producer: Stephen Johnson
Director of Photography: Anthony Dodd Mantle
Editorial Company: Work Post
Editor: Neil Smith
Post Executive Producer: Julian Marshall
VFX Company: MPC
VFX Producer: Anandi Peiris
Music and Sound Company: Soundtree
Composers: Peter Raeburn, Ben Castle, Luis Almau
Sound Designer: Parv Thind
Producer (Soundtree): Jay James
Mix Company: Wave Studios
Mixer: Parv Thind
Producer (Wave Studios):Rebecca Boswell