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Juan Cabral Jazzes Up the Kitchen for W+K London's New Lurpak Campaign

Wieden+Kennedy London, 2 years, 6 months ago

MJZ director goes freestyle with punchy new spot voiced by Rutger Hauer

Juan Cabral Jazzes Up the Kitchen for W+K London's New Lurpak Campaign

Casual kitchen dabblers and adventurous cooks alike know that sometimes, the most wonderful creations happen in the kitchen when inspiration strikes and instinct takes over. Whipping up a spot of lunch can turn into a delicious experiment when there’s no recipe, no plan, no carefully measured ingredients. Just a little bit of this, a pinch of that and a drizzle of the other. That’s freestyle. That’s food.

Created with Wieden+Kennedy, the campaign launches with a 30 second TVC, premiering on 18th April during Britain’s Got Talent. Directed by Juan Cabral, the film captures the beautiful, rhythmic chaos of freestyling in the kitchen and takes viewers on a journey of flavour experimentation and explosive taste sensations. We see cooks throw unusual and enticing dishes together to a rip-roaring jazz soundtrack, whilst the voice of Lurpak, Rutger Hauer, steers the show like the leader of the band. Energetic cuts coupled with expressive movements, choreographed by New York dancer, Storyboard P, bring a dynamic feel to the film; depicting the beautiful frenzy that freestyle cooking creates.

The TV spot is supported by a 60 second version, as well as 20, 15 and 10 second cutdowns for VOD and online teasers. Press and outdoor executions shot by Gustav Almestål couple delicious and inspiring bread creations with bold statements, inviting cooks to re-evaluate their sandwich endeavours and embrace the art of going freestyle.

Commenting on the campaign Thryth Jarvis, Senior Brand Manager at Arla, said: “Ready to use straight from the fridge, Lurpak Spreadable is the perfect product for freestyling in the kitchen. We want to inspire cooks to loosen up and get creative, just as we’re doing with our energetic approach to communications. We have established a unique voice through the years with Wieden+Kennedy, and with this campaign we’re evolving our style and adding a fresh and dynamic edge to the Lurpak brand.”

Creative Director at W+K Kim Papworth added: “What happens when Lurpak Spreadable meets great bread meets great ingredients meets great casting meets some Jazz meets Rutger Hauer meets Juan Cabral? Go freestyle.”

Creative Agency

Account Director: Hannah Gourevitch, Katja Giannella

Account Executive: Stephanie Brooks

Creative: Gustavo Kopit, Barnaby Blackburn

Creative Agency: W+K London

Creative Director: Sam Heath, Kim Papworth

Creatives: (Print) Sam Heath, Gustavo Kopit, Barnaby Blackburn

Designer: Bruce Usher

Executive Creative Director: Tony Davidson, Iain Tait

Executive Producer: Danielle Stewart

Group Account Director: Rachel Parker

Head of Planning: Beth Bentley

Photographer: Gustav Almestål

Planner: Jennifer Lewis, Theo Izzard­Brown

Producers: Rebecca Herbert

TV Producer: Gemma Knight, Sahar Bluck

Music and Sound

Composer: Peter Raeburn/Ben Castle/Luis Almau

Music Production: Soundtree

Producer: Jay James, Rebecca Boswell

Sound Design: Parv Thind

Sound Mix: Parv Thind @ Wave Studios


Edit Company: Work Post

Editor: Neil Smith

Executive Producer: Julian Marshall

Post Production / VFX

Post Production House: MPC

Producer: Anandi Peiris

Production Company

Director: Juan Cabral

DOP: Anthony Dodd Mantle

Producer: Stephen Johnson

Production Company: MJZ

Category: Dairy , Food

Genre: Dialogue , Tabletop