W+K & Lurpak: Dontcha wish your mornings were smooth and sexy like this

Lurpak ads are sexy. And that doesn’t mean they are NSFW or not appropriate for family viewing. It means that Wieden + Kennedy has identified that great food advertising is about triggering the senses. Its Lurpak ads find the trigger points in humans that make food irresistible and shows them in glorious extreme close-up slo-mo. How sexy is that?! That’s not to say that they are just food porn either. The road often travelled is not W+K’s style. The first Lurpak ads evoked (gloriously) the desire – in fact, the longing – to cook. The new Lurpak ad, for Lurpak Softest (spreadable), evokes the desire for gorgeous food (the food in W+K’s Lupak ads is always aptly gorgeous) that fits busy lives.

The ad is sexy, stylish and you’ll watch it over and over again – for the feeling. And you noticed how the message, “smooth”, was delivered, didn’t you?

The spot, created by ex-Aussie W+K London creative directors, Carlos Alija and Laura Sampedro, was directed by Aussie-born Kim Gehrig (director of John Lewis’ Man on the Moon and Sport England’s This Girl Can) via Somesuch, with VFX by Time Based Arts and sound by Twenty Below.

https://youtu.be/-IJq0wKyyCA

Alija and Sampedro noted, “Every Lurpak ad is a considered – and tasty – building block of an iconic brand, so the challenge was conveying such a specific new benefit in a way that felt true to its values. We thought making viewers experience the flow of a perfectly smooth and continuous butter spread could be both satisfying and epic.”

Päivi Piirala, senior global brand manager, Lurpak, commented, “We’re very excited to bring this new more spreadable product to the market. We know that soft bread is loved by the UK consumers and this product is the perfect match for it with the great Lurpak taste in a softer texture. We wanted the whole communication around the product to convey the smoothness of it and show people that they don’t have to compromise on taste even when they are in a hurry. We have created a campaign that we’re very proud of and can’t wait for it to roll out.”