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.