This Ad for Lurpak Butter Makes Cooking Look Tough

By: Jonathon Brown - Published: Feb 18, 2013 • References: lurpak & adweek
The battle drums thump as the nameless cook in this Lurpak Butter commercial charges through his cooking routine in a dark kitchen.

Lurpak Butter is a Danish product, but this commercial has no geographic boundaries. It draws on a very masculine concept of food, which is reinforced by sharp closeups of the ingredients and a deep voiced narrator.

"Mankind wasn't built on just baby leaf salad," says the narrator in a sinister tone. "Stomachs full, we marched forward on meals forged with our own two hands."

This is just one example of the narrators tone, which often makes reference to war. This is an interesting concept because it totally shifts the connotation of both cooking and butter. Stats for Battle-Ready Butter Ads Trending: Older & Chilly
Research: 274 clicks in 169 w
Interest: > 3 minutes
Concept: Lurpak Butter
Related: 114 examples / 88 photos
Segment: Neutral, 12-55
Comparison Set: 42 similar articles, including: political dubstep commercials, president-mocking car commercials, and creamy cookie quarrel commercials.