Ad of the Day: Cooks Cut Loose in Lurpak’s Sizzling New Food Porn

Butter brand gets jazzy with W+K

Cooking with Lurpak is a full body-and-soul experience.

A new ad from Wieden + Kennedy London continues the butter brand's tradition of quick-cut, hi-res food porn. In the voiceover, Rutger Hauer raps about cutting loose, while a sizzling jazz soundtrack crescendoes and a series of home cooks work themselves up into spiritual frenzy, dancing while they fly.

Titled "Freestyle," it is, like the agency's past work for Lurpak, gorgeously shot (this time by MJZ director Juan Cabral—with stunning colors, produce that looks so good it's unreal, and a surprising amount of action, including a healthy dash of psychedelia.

It's also trying pretty hard—some might say too hard—to be exciting. But the build and pacing are perfectly arced, and anyone who loves cooking as a form of self-expression seems likely to particularly appreciate it.

The less ambitious can just slather some butter on their toast.

Print work and credits below.

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

TV Production

Production Company: MJZ

Director: Juan Cabral

Production Company Producer: Stephen Johnson

Director of Photography: Anthony Dodd Mantle

Editing Company: Work Post

Editor: Neil Smith

Executive Postproduction Producer: Julian Marshall

Visual Effects Company: MPC

Visual Effects Producer: Anandi Peiris

Music, 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

Print Production

Creatives: Sam Heath, Gustavo Kopit, Barnaby Blackburn

Designer: Bruce Usher

Creative Producer: Rebecca Herbert

Creative Researcher: Laura Barker

Photographer: Gustav Almestål

Agent: Lund Lund

Food Stylist: Katie Giovanni

Director of Relations: Marta Bobic