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9 March 2020

Soul Food

by Syd Briscoe


Lurpak: “Where There Are Cooks, There is Hope” - 60s

The state of the world may seem dire at present, but fear not: an army of cooks are ready to save us. At least, according to this fetching commercial for Lurpak, which celebrates the creativity, care, and and commitment that goes into nourishing the ones we love - body and soul alike.

From rousing hungover souls with life-giving breakfasts to transforming leftovers into something spectacular, this film embraces the transformative nature of cooking to the hilt. Director Kim Gehrig ensures both food photography and cinematic visuals are on point, adding heft to the proposition.

Furthermore, the ad communicates serious ideas about reducing food waste and trading convenience for home cooking with tongue-in-cheek flair. Enough to make the late Rutger Hauer proud.


Creative Agency: Wieden + Kennedy Ⓟ Ⓦ
ECD: Tony Davidson / Iain Tait
Creative Director: Sophie Bodoh / Scott Dungate / Laura Sampedro / Carlos Alija
Creative: Tom Bender / Tom Corcoran / Joe Bruce
Group Acc Director: Paulo Salomao
Account Manager: Lola Sauer
Business Team: Jo Woodford
Planner: Indiana Matine / Rory Foster
Agency Producer: Michelle Brough
Ass't Prod (Agency): Sammy Watts Stanfield
Director: Kim Gehrig ♀
Cinematographer: Lasse Frank / Stephen Keith-Roach
Production Designer: Marie Lanna Ⓦ (Vision Ⓟ Ⓦ)
Costume Design: April Napier
Editor: Elise Butt ♀
VFX: Sophie Harrison / Andy Salter / Ben Cronin @ Framestore Ⓟ Ⓦ
Colourist: Simon Bourne @ Framestore Ⓟ Ⓦ
Sound Designer: Anthony Moore / Jon Clarke @ Factory Ⓟ Ⓦ
Audio Producer: Lucy Spong
Music Supervisor: John Connon @ Mr Pape Ⓟ Ⓦ
Composer: Rohan de Livera

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