A metallic taste.

You can't spell 'metal' without 'meal' (DAVID's English literature degree comes in handy every day, you know), but a Lurpak commercial scored by heavy duty rock and roll still comes as a surprise. If the brand wanted to make some noise about a new plant-based spread, however, they made the right call.

The visuals are as loud as the soundtrack, with a dash of humour for good measure. Note how the tattooed protagonist shreds beetroot, clutches a rolling pin like the neck of a guitar, or the way he plucks watercress with intricate fingerwork worthy of Metallica's Kirk Hammett or Black Sabbath's Tony Iommi.

We would say it's cookery turned up to eleven, but too much food would get burnt as a result. Let's just go with cookery enhanced by plant-based butter, not hindered by it. People have certain expectations about what works and doesn't work in a recipe—the brand says to crush them in a mortar and pestle.

Product Category: Butters & Spreads

Territory: UK

A metallic taste.

by Andrew MacGregor

You can't spell 'metal' without 'meal' (DAVID's English literature degree comes in handy every day, you know), but a Lurpak commercial scored by heavy duty rock and roll still comes as a surprise. If the brand wanted to make some noise about a new plant-based spread, however, they made the right call.

The visuals are as loud as the soundtrack, with a dash of humour for good measure. Note how the tattooed protagonist shreds beetroot, clutches a rolling pin like the neck of a guitar, or the way he plucks watercress with intricate fingerwork worthy of Metallica's Kirk Hammett or Black Sabbath's Tony Iommi.

We would say it's cookery turned up to eleven, but too much food would get burnt as a result. Let's just go with cookery enhanced by plant-based butter, not hindered by it. People have certain expectations about what works and doesn't work in a recipe—the brand says to crush them in a mortar and pestle.

Product Category: Butters & Spreads

Territory: UK