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04.29.13

Lurpak "Good Proper Food" TV spot

TV/Radio Commercials, Consumer

With luscious, rich cinematography that makes your mouth water, this spot for Lurpak promotes the importance of a good quality butter in cooking, inspiring its audience with the belief that when it comes to good food, you get out what you put in. Forging three classic meals—cottage pie, bread & butter pudding, and macaroni & cheese—in three different kitchens, the spot is a thundering cacophony of industry—a sensory bombardment of human effort.

Wieden+Kennedy London elaborates on the thinking behind the Lurpak campaign: "Amidst the recessionary maelstrom and institutional collapse it's hard to know where to turn and upon what to rely. In these circumstances, people take control where they can and reconnect with what matters most in life—they depend upon the familiar and age-old rituals. At the centre of this so often sits good food. Not just any food but big, proper, hearty meals. Lurpak recognises this and encourages people to look again through different eyes at the dishes traditionally called ‘comfort food’. These aren’t dishes to feel guilty about tucking into; this is the stuff that's sustained us for centuries, the meals we can rely on again and again to get us through."

Dan Norris/Ray Shaughnessy, creative directors; Hollie Newton, copywriter and art director; Lucy Russell, producer; Emma Simmons, account team; Theo Izzard Brown, account planner; Tony Davidson/Kim Papworth, executive creative directors; Danielle Stewart, agency executive producer. Gorgeous, production company; Vince Sqibb, director; Sam Levene, executive producer; Rick Guest, photographer; Wyatt Clark Jones, production; Kate Giovanni, food stylist; Stanleys Post, retouching. Quarry, editorial company; Paul Watts, editor; Barnsley at Mill London, post-production 2D artist. Abi Leland at Leland Music, music+sound; Alex Heffes, composer; Dan Beckwith at Factory Sound Studios, sound designer.

wklondon.comlurpak.co.uk