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Lurpak “Softest” 2018

Lurpak “Softest” (2018) is a Lurpak commercial directed by Kim Gehrig for Wieden+Kennedy, produced by Somesuch & Co. It won one award: Ciclope 2018 Silver Brand Content Short Form Sound Design.

This ad showcases the new Lurpak Softest butter, emphasizing its smooth spreadability and versatility in various delicious meals, from breakfast to sandwiches.

Video: Tom Lindsay on Vimeo

Shot by shot

  1. A split-screen shot shows four different hands opening four different refrigerators, revealing various food items and the Lurpak Softest butter.© Lurpak0:00
  2. A woman's hands are seen scooping soft butter from a Lurpak tub with a knife on a wooden kitchen counter.© Lurpak0:04
  3. A close-up shot shows a person's hand holding a red tomato on a white cutting board, as a knife slices through it, revealing the juicy interior.© Lurpak0:07
  4. A split screen shows bacon frying in a pan on a stove and a fried egg on a light blue plate, emphasizing breakfast food.© Lurpak0:08
  5. A top-down shot shows a bread roll being assembled on a green plate, with bacon and a fried egg added, then topped with the other half of the roll.© Lurpak0:11
  6. A woman's hand reaches down to open a tub of Lurpak Softest butter on a kitchen counter.© Lurpak0:14
  7. A close-up shot shows a person's hand holding a knife, slicing a piece of cooked, seasoned chicken on a wooden cutting board.© Lurpak0:16
  8. A close-up shot shows a knife slicing thin, purple rings from a red onion on a light wooden cutting board.© Lurpak0:17
  9. A person's hand holds the top slice of a salmon and avocado sandwich on a white plate with green stripes, in a kitchen.© Lurpak0:19
  10. A tub of Lurpak Softest butter sits on a shelf in a refrigerator, surrounded by various fresh foods and condiments.© Lurpak0:21
  11. A chef's hands slice a perfectly cooked, medium-rare roast beef on a white cutting board in a kitchen.© Lurpak0:25
  12. A close-up shot of a delicious-looking sandwich with ham, cheese, and tomatoes, with the text "LURPAK SOFTES" overlaid on top.© Lurpak0:27

Stills © Lurpak. Made by Wieden+Kennedy, Somesuch & Co and Kim Gehrig.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Showcase the butter's softness through satisfying spreading shots and delicious food.

Tagline: “SAME LURPAK TASTE NOW EVEN SOFTER”

food pornsatisfying close-upssplit screenfast-paced editingproduct demonstration

The cut

Length
34 s
Shots
30
Average shot
1.1 s

What creatives use Lurpak “Softest” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Lurpak “Softest”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A split-screen shot shows four different hands opening four different refrigerators, revealing various food items and the Lurpak Softest butter.© LurpakA woman's hands are seen scooping soft butter from a Lurpak tub with a knife on a wooden kitchen counter.© LurpakA close-up shot shows a person's hand holding a red tomato on a white cutting board, as a knife slices through it, revealing the juicy interior.© LurpakA split screen shows bacon frying in a pan on a stove and a fried egg on a light blue plate, emphasizing breakfast food.© Lurpak
    Frames from Lurpak “Softest”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Lurpak “Softest” in order, with its length, framing and what happens in it.

    A split-screen shot shows four different hands opening four different refrigerators, revealing various food items and the Lurpak Softest butter.© LurpakA woman's hands are seen scooping soft butter from a Lurpak tub with a knife on a wooden kitchen counter.© LurpakA close-up shot shows a person's hand holding a red tomato on a white cutting board, as a knife slices through it, revealing the juicy interior.© LurpakA split screen shows bacon frying in a pan on a stove and a fried egg on a light blue plate, emphasizing breakfast food.© LurpakA top-down shot shows a bread roll being assembled on a green plate, with bacon and a fried egg added, then topped with the other half of the roll.© LurpakA woman's hand reaches down to open a tub of Lurpak Softest butter on a kitchen counter.© Lurpak
    Length: 34 s · Shots: 30 · Average shot: 1.1 s

  3. 03Ad ideas: every spot built on a food porn

    Before you present an idea, you need to know who has done it, and how.

    Lurpak “Softest” is built on a food porn. Search the library by idea to see every spot that uses it.

    Marks & Spencer “This is not just food, this is M&S food”© Marks & SpencerChili’s “Chili’s is Back”© Chili’sLurpak “Crush Expectations”© LurpakJust Eat “Did Somebody Say Just Eat”© Just Eat
    Marks & Spencer · Chili’s · Lurpak · Just Eat

More commercials by Kim Gehrig

More from Wieden+Kennedy

  • DoorDash "DoorDash All the Ads" (2024) commercial still© DoorDashDoorDash “DoorDash All the Ads” 2024Dir. Mike Diva · Wieden+KennedyCannes Lions Titanium 2024
  • Clash of Clans "Clash from the Past" (2023) commercial still© Clash of ClansClash of Clans “Clash from the Past” 2023Dir. Nalle Sjöblad · Wieden+KennedyClio Awards Grand Prix 2023
  • Brawl Stars (Supercell) "Starr Park" (2021) commercial still© Brawl Stars (Supercell)Brawl Stars (Supercell) “Starr Park” 2021Dir. Steve Rogers · Wieden+KennedyCiclope Grand Prix 2020
  • Nike "You Can't Stop Us" (2020) commercial still© NikeNike “You Can't Stop Us” 2020Dir. Oscar Hudson · Wieden+KennedyCannes Lions Grand Prix 2021
  • Hutchison Three "Three 5G: The Future" (2020) commercial still© Hutchison ThreeHutchison Three “Three 5G: The Future” 2020Dir. Ian Pons Jewell · Wieden+KennedyCiclope Grand Prix 2020
  • Southern Comfort "Whatever's Comfortable: Beach" (2013) commercial still© Southern ComfortSouthern Comfort “Whatever's Comfortable: Beach” 2013Dir. Tim Godsall · Wieden+KennedyLondon International Awards Grand Prix 2013

Award-winning food & qsr commercials

  • Uber Eats "A Century of Cravings" (2025) commercial still© Uber EatsUber Eats “A Century of Cravings” 2025Dir. Jim Jenkins · SpecialEffie Awards Grand Prix 2026
  • Uber Eats + Special US "Football is for Food" (2025) commercial still© Uber Eats + Special USUber Eats + Special US “Football is for Food” 2025Dir. Jim Jenkins · SpecialEffie Awards Grand Prix 2026
  • Skittles "Apologize the Rainbow" (2023) commercial still© SkittlesSkittles “Apologize the Rainbow” 2023DDBLondon International Awards Grand Prix 2023
  • Burger King "As Good as the Original" (2023) commercial still© Burger KingBurger King “As Good as the Original” 2023Dubai Lynx Grand Prix 2023
  • Cadbury Celebrations "My SRK Ad" (2023) commercial still© Cadbury CelebrationsCadbury Celebrations “My SRK Ad” 2023Dir. Divij Kulkarni · OgilvyEffie Awards Grand Prix 2023
  • Monde Nissin / Voiz "Contact Lens" (2023) commercial still© Monde Nissin / VoizMonde Nissin / Voiz “Contact Lens” 2023Dir. Wuthisak AnarnkapornLondon International Awards Grand Prix 2022

Questions

Who directed the Lurpak “Softest” commercial?

Kim Gehrig directed it, produced by Somesuch & Co, for the agency Wieden+Kennedy.

Which agency made Lurpak “Softest”?

Wieden+Kennedy created it for Lurpak (2018).

What awards did Lurpak “Softest” win?

1 awards, including Ciclope 2018 Silver Brand Content Short Form Sound Design.

What is the tagline of Lurpak “Softest”?

“SAME LURPAK TASTE NOW EVEN SOFTER”

Sources for the credits and awards

awards.ciclopefestival.comLBBLBB