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.”