Cooks bring hope to disastrous times, says ad from Lurpak butter

Kim Gehrig-directed spot for W&K suggests food may be the answer to doom (though there's no mention of coronavirus)

Published On
Mar 10, 2020

Editor's Pick

The world may be going to hell in a handcart, but Lurpak butter's latest epic spot suggests cooking might just save us.

Kim Gehrig directs the new ad from Wieden & Kennedy London in sumptuous style that has more than a suggestion of religious art about it. It starts with the tolling of a bell and the words: "The could do with some good. But why throw eggs when you can scramble them?" as two kids hang on to their father's legs like demons in a medieval painting while he cooks breakfast.

In another prophetic scene (because surely the making of this ad predates the COVID-19 epidemic), the narrator, Swedish actor Mikael Persbrandt, also pronounces that "a cook can heal the sick" as a woman dishes something up for her partner blowing his nose in a bathrobe. Elsewhere, pancakes also "raise the dead" (a women recovering from a hangover) and feuds  (between sisters) are "settled with a frittata." It ends with the words: "The world needs more cooks...because where there are cooks, there is hope."

The spot will run across markets including the U.K., Australia, Greece and Scandinavia, and is supported by print, digital and social advertising.

"Lurpak's new campaign is bringing a much-needed sense of hope back into kitchens across the world," said Arla Foods' vice president Christian Fischer in a statement. "Families that cook are proven to have better relationships, cooks reduce food waste, they make healthy delicious, and can even cure the dreaded hangover. ‘Where There Are Cooks, There Is Hope’ celebrates how cooks can have a positive impact on the world around them and wants to inspire more people to cook."


Mar 10, 2020
Client :
Agency :
Wieden & Kennedy-London
Creative Director :
Sophie Bodoh
Creative Director :
Scott Dungate
Creative Director :
Laura Sampedro
Creative Director :
Carlos Alija
Creative :
Tom Bender
Creative :
Tom Corcoran
Creative Support :
Joe Bruce
Executive Creative Director :
Tony Davidson
Executive Creative Director :
Iain Tait
Group Account Director :
Paulo Salomao
Account Director :
James McHoull
Account Manager :
Lola Sauer
Planner :
Indiana Matine
Planner :
Rory Foster
TV Producer :
Michelle Brough
TV Production Assistant :
Sammy Watts Stanfield
Business Affairs :
Jo Woodford
Production Company :
Director :
Kim Gehrig
Executive Producer / Managing Director :
Seth Wilson
Production Company Producer :
James Waters
Production Manager :
Joe Thornber
Director of Photography :
Lasse Frank
Additional Photography :
Stephen Keith Roach
Production Designer :
Marie Lanna
Costume Designer :
April Napier
Editorial Company :
Editor :
Elise Butt
VFX Company :
VFX Producer :
Sophie Harrison
VFX Supervisor :
Andy Salter
VFX Supervisor :
Ben Cronin
Colorist :
Simon Bourne
Sound Company :
Sound Designer :
Antony Moore
Music Company :
Mr Pape
Music Supervisor / Producer :
John Connon
Composer :
Rohan De Livera

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Project Type