Lurpak: Lightest

Lurpak and Wieden+Kennedy are giving healthy food a bright and cheerful makeover with their new campaign for Lurpak® Lightest Spreadable, and they wisely brought in Dougal to help them spread the word. Fresh from an incredible year rounded off by his immensely popular 'The Long Wait' for John Lewis, Dougal lends his uniquely charming touch to a good cause: getting people to eat more vegetables. Celebrating cooking in its most vibrant form, we're reminded that healthy food doesn't have to be boring. In fact, with the help of past collaborators such as editor Joe Guest and art director Andy Kelly, Dougal makes it look downright spectacular. There's also a catchy little ditty that'll stay in your head all day, with the stars of the show providing not only a riot of colour but musical accompaniment as well. Watch the video, sing along and get chopping! But watch your fingers.

Advertising Agency: Wieden+Kennedy, USA
Creative Directors: Dan Norris, Ray Shaughnessy
Director: Dougal Wilson
Production Company: Blink
Executive Producer: James Bland
Produced by: Ben Link
Production Manager: Ellie Britton
DOP: Stephen Keith-Roach
Art Director: Andy Kelly
Costume Design: Michelle May
Editor: Joe Guest
Editing House: Final Cut
Post Production: Moving Picture Company
Agency Producer: Anna Smith
Music: Michael Russoff
Sound: Wave

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25 comments

Hadrons's picture
Hadrons
5707 pencils

Inviting . Good ad. Great photography.

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

Temple's picture
Temple
9613 pencils

I like it.

Pólvora's picture
Pólvora
8 pencils

Nice.

kleenex's picture
kleenex
22696 pencils

cute.

chuckieT's picture
chuckieT
680 pencils

Dougal Wilson... one of the world's best commercial directors IMHO.

Peter Cheon's picture
Peter Cheon
3 pencils

Cool.

Steeez's picture
Steeez
104 pencils

I was thinking the same thing. The close-ups are nice (especially the cabbage). Love the colors too.

somecopywriter's picture
somecopywriter
1064 pencils

A masterpiece, and I love what it does for the brand. Voice-over and close-ups are superb. Splendisimo!

sambuca's picture
sambuca
1066 pencils

NICE!!!

oanabarbu10's picture
oanabarbu10
105 pencils

An incredible powerful ad, hysterical art directing, and great sensory branding!

miko1aj's picture
miko1aj
3100 pencils

this is what i always wait for; surprising approach and simple, yet powerful and boldly crafted idea. Great campaign for extremely tough to advertise product. Thumbs up. Keep believe in advertising if we can generate such a lovely pieces of imagination.

michellepoler's picture
michellepoler
16 pencils

Amazing art direction, I'd love to have this in my portfolio

chuckieT's picture
chuckieT
680 pencils

When you hire a director of this calibre partnered up with a DOP who has worked on some of the best ads of the last 10 years, what does the Art Director have to do other than get out of their way?

Nike Diesel's picture
Nike Diesel
13339 pencils

@chuckieT: Ignorant comment. Really.

chuckieT's picture
chuckieT
680 pencils

The truth hurts.

Nike Diesel's picture
Nike Diesel
13339 pencils

@chuckieT: I assume you're the DOP's assistant's assistant.

chuckieT's picture
chuckieT
680 pencils

The low quality of your burn leads me to believe you are an AD.

Nike Diesel's picture
Nike Diesel
13339 pencils

thanks

mark3r's picture
mark3r
1937 pencils

Genius editing, art direction, voice over, copy. Wow.

:::MARK3R:::

GregJ's picture
GregJ
48 pencils

Great direction but the voice over guy sounds like
he's going to cook up that kid and have him for dinner.
They should have used Pee Wee Herman.

KimKong's picture
KimKong
198 pencils

Love the sounds, sights and oddball jingle

inaravnanger's picture
inaravnanger
5 pencils

I love this ad! So healthy, unpolished, real and inspiring!

alausa's picture
alausa
1412 pencils

Just won Gold for film craft.

sleeveen78's picture
sleeveen78
20 pencils

Not feelin' it. I don't think the guy's voice is appropriate for this ad.
A part of me desperately wants him to stop singing.
Plus, I feel like chopping's been done.

itsradhish's picture
itsradhish
5 pencils

Just one word...WOW!!

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