W+K Adds Hope to the Recipe in Latest Dazzling Ad for Lurpak Butter

'Where there are cooks, there is hope'

Feeling hopeless these days? Of course you are, and you're not alone. But maybe the answer is ... spending more time in the kitchen?

Wieden + Kennedy London and Lurpak make that humble suggestion in their latest visually gripping commercial. The Danish butter brand has always excelled at making home cooks look like heroes, but this latest spot is more explicit in imbuing the brand with a higher purpose, under the line: "Where there are cooks, there is hope."

Check out the spot here:

Lurpak | Where There Are Cooks

Salvation through creation is hardly a new idea, but the new spot nicely melds the idea that cooking is emotionally inspiring with the more concrete notion that home cooks can make the world better by personally limiting food waste.

Lurpak and W+K always bring in top-notch directors to bring their epic visions to life, and this is no exception—"Where There Are Cooks" was directed by Kim Gehrig, whose past efforts including "This Girl Can" for Sport England, the "Womankind" spot for Berlei bras, Nike's "Dream Crazier," and "Viva La Vulva" for Libresse. She's also worked on Lurpak before, having made the "Softest" spot in 2018.

The brand did bring in a new voiceover talent this time: Swedish actor Mikael Persbrandt.

"It's scary working on such an iconic brand that has defined an entire category. However, aligning Lurpak with a higher purpose helps give the work a more meaningful connection to its audience while continuing to expand its distinctive brand world," Tom Bender and Tom Corcoran, creatives at W+K London, said in a statement.

"Lurpak's new campaign is bringing a much-needed sense of hope back into kitchens across the world," added Christian Fischer, Lurpak vice president at Arla Foods. "Families that cook are proven to have better relationships, cooks reduce food waste, they make healthy delicious, and can even cure the dreaded hangover. 'Where There Are Cooks, There Is Hope' celebrates how cooks can have a positive impact on the world around them and wants to inspire more people to cook."

The spot will run in markets including the U.K., Australia, Greece, Denmark and Scandinavia, supported by print, digital and social advertising.


Client: Lurpak Global
Media Channels: TV, VOD, Digital, OOH, DOOH, Shopper
Client Name: Päivi Piirala, Christian Fischer, Claire Irvine, Antoine Riché
Markets: Greece, Denmark, Sweden, UK, Australia
Agency: Wieden + Kennedy London
Creative Director: Sophie Bodoh, Scott Dungate, Laura Sampedro, Carlos Alija
Creatives: Tom Bender and Tom Corcoran, creative support by Joe Bruce
Executive Creative Directors: Tony Davidson and Iain Tait
Group Account Director: Paulo Salomao
Account Director: James McHoull
Account Manager: Lola Sauer
Planner: Indiana Matine, Rory Foster
TV Producer: Michelle Brough
TV Production Assistant: Sammy Watts Stanfield
Business Affairs: Jo Woodford
Production Company: Somesuch 
Director: Kim Gehrig
Executive Producer / Managing Director: Seth Wilson
Production Company Producer: James Waters
Production Manager: Joe Thornber
Director of Photography: Lasse Frank (with additional photography by Stephen Keith Roach)
Production Designer: Marie Lanna
Costume Designer: April Napier
Editorial Company: Trim
Editor: Elise Butt
VFX Company: Framestore
VFX Producer: Sophie Harrison
VFX Supervisor: Andy Salter + Ben Cronin
Colourist: Simon Bourne
Sound Company: Factory
Sound Designer: Antony Moore
Music Company: Mr Pape
Music Supervisor / Producer: John Connon
Composer: Rohan De Livera

Tim Nudd
Tim Nudd was editor in chief of the Clio Awards and editor of Muse by Clio from 2018 to 2023.

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