Lurpak's advertising in recent years, via Wieden & Kennedy London, has done much to capitalize on foodie culture, promoting plain old butter with beautifully-shot, mouth-watering displays of ingredients sizzling in pans and gleaming kitchen implements. But now, the brand is telling us it's not enough to be obsessed by ingredients on screens -- be it cooking shows, Instagram or lifestyle blogs -- we actually need to be cooking the stuff, too.

Its new spot, directed by Daniel Wolfe at Somesuch, once again features the rich, smooth tones of Rutger Hauer, tempting us in with "so, you like cooking shows, do you?" to images of a wall of screens showing TV cooks and social media foodie-shots. However, the whole lot suddenly explodes, as Hauer proclaims, "You're not a cook until you cook."

We then watch a fast-paced montage of people who are "getting their hands dirty" -- kneading bread, scraping fish, putting meat in a sizzling pan and experiencing the sweat, smoke and heat of a real kitchen. "So what are you going to be, spectator, or player?" asks Hauer, before exhorting viewers to "put on your apron and reach for the Lurpak."

Christian Fischer, Lurpak global brand director, Arla Foods U.K., said in a statement: "We're constantly bombarded with food culture. Cooking has become entertainment and we're doing it less than ever. That's why we're stirring a cooking revolution and rousing 'sofa-chefs' back into the kitchen."