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Kim Gehrig Gets ‘Smoooth’ in This Super Satisfying Lurpak Ad

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Editors’ Choice: Somesuch director works with Wieden+Kennedy London to launch Lurpak Softest

Kim Gehrig Gets ‘Smoooth’ in This Super Satisfying Lurpak Ad
Arla Foods is launching Lurpak Softest, a new soft blend butter that’s spreadable straight from the fridge, with a multi-channel advertising campaign created by Wieden+Kennedy London. 

The stylish spot, debuting during the June 3 final of ITV1’s Britain’s Got Talent, builds on the reputation of Lurpak as the Champion of Good Food. With Lurpak Softest, even a rushed moment can be a time to master food, which the ad proves with a continuous smooth spread. Smooth is directed by Kim Gehrig (John Lewis - Man on the Moon, Sport England - This Girl Can) via Somesuch, with VFX by Time Based Arts and sound handled by Twenty Below.

Päivi Piirala, senior global brand manager, Lurpak, said: “We’re very excited to bring this new more spreadable product to the market. We know that soft bread is loved by the UK consumers and this product is the perfect match for it with the great Lurpak taste in a softer texture. We wanted the whole communication around the product to convey the smoothness of it and show people that they don’t have to compromise on taste even when they are in a hurry. We have created a campaign that we’re very proud of and can’t wait for it to roll out.”

Carlos Alija and Laura Sampedro, creative directors at Wieden+Kennedy London, said: "Every Lurpak ad is a considered - and tasty - building block of an iconic brand, so the challenge was conveying such a specific new benefit in a way that felt true to its values. We thought making viewers experience the flow of a perfectly smooth and continuous butter spread could be both satisfying and epic."
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Music Company: Twenty Below

Composer: Matt Tamsedge

Producer: Emily Pritchard


Edit Company: Trim

Editor: Tom Lindsay

Post Production / VFX

Post Production Company: Time Based Arts

Producer: Chris Aliano

Colourist: Simone Grattarola

VFX Supervisor: Francois Roisin

Flame Artists: Adam Paterson

Lead Flame Artist: Stephen Grasso

Nuke Artist: Linda Cieniawska

3D Artists: Federico Vanone & Federico Guzzardo

Production Company

Production Company: Somesuch

Director: Kim Gehrig

Executive Producer: Seth Wilson

Producer: Jacob Swan Hyam

DOP: Daniel Landin

1st AD: Jez Oakley

Food Creative: Katie Giovanni

Line Producer: Rebecca Sykes


Sound Company: 750mph

Producer: Mary-Ann D'Cruz


Advertiser: Arla Foods

Brand: Lurpak

Creative Agency

Creative Agency: Wieden+Kennedy London

Executive Creative Director: Iain Tait & Tony Davidson

Group Account Directors: Paulo Salomao

TV Producer: James Laughton

Print Producer: Amy Leach

Head of Business Affairs: Helena Tomas

Business Affairs Manager: Becky Day

Creatives: Juan Sevilla & Mico Toledo

Genres: In-camera effects, Visual VFX, Tabletop

Categories: Food, Dairy

Somesuch, Fri, 01 Jun 2018 10:48:08 GMT