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Lurpak
'Crush Expectations'
3 September 2024 30s
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


agency
Wieden + Kennedy London
CCO: Ana Balarin
CD: Joe de Souza / Juan Sevilla
Creative: Georgina Brisby / Marcelo Duarte
production
Rogue
Director: Scott Lyon
Producer: Maddy Easton
DOP: Will Bex (Wizzo & Co)
1st AD: Bartosz Jarzebski
editing
Work Editorial
Editor: Hasani Franke
vfx
Electric Theatre Collective
VFX CD: Will Robinson
color
Electric Theatre Collective
sound
750MPH
Sound: Sam Ashwell

  Lurpak - 'Crush Expectations'


Lurpak
'Crush Expectations'
3 September 2024 30s

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


agency
Wieden + Kennedy London
CCO: Ana Balarin
CD: Joe de Souza / Juan Sevilla
Creative: Georgina Brisby / Marcelo Duarte
production
Rogue
Director: Scott Lyon
Producer: Maddy Easton
DOP: Will Bex (Wizzo & Co)
1st AD: Bartosz Jarzebski
editing
Work Editorial
Editor: Hasani Franke
vfx
Electric Theatre Collective
VFX CD: Will Robinson
color
Electric Theatre Collective
sound
750MPH
Sound: Sam Ashwell

Lurpak 3 September 2024
'Crush Expectations' 30s

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


agency
Wieden + Kennedy London
CCO: Ana Balarin
CD: Joe de Souza / Juan Sevilla
Creative: Georgina Brisby / Marcelo Duarte
production
Rogue
Director: Scott Lyon
Producer: Maddy Easton
DOP: Will Bex (Wizzo & Co)
1st AD: Bartosz Jarzebski
editing
Work Editorial
Editor: Hasani Franke
vfx
Electric Theatre Collective
VFX CD: Will Robinson
color
Electric Theatre Collective
sound
750MPH
Sound: Sam Ashwell