# Battle-Ready Butter Ads This Ad for Lurpak Butter Makes Cooking Look Tough By Jonathon Brown | Published 2013-02-18 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/lurpak-butter References: [adweek](http://www.adweek.com/news-gallery/advertising-branding/adweeks-top-10-commercials-week-feb-8-15-147308) & [lurpak](http://www.lurpak.com/gb/) 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](https://www.trendhunter.com/trends/effortiseverything), 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](https://www.trendhunter.com/trends/bear-fight-whiskey-ad). This is an interesting concept because it totally shifts the connotation of both cooking and butter. ## Trend Insights (Trend Hunter) - Score: 1.2/10 - Popularity: 8% | Activity: 21% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Why This Trend Is Growing - **Masculine Food Marketing:** Opportunity for brands to appeal to male consumers by using masculine concepts in food advertisements. - **Narrative-driven Advertising:** Brands can engage consumers by creating commercials that tell a compelling story with a captivating narrator. - **Reimagining Food Connotations:** Innovative brands can disrupt traditional perceptions of food by associating it with unexpected concepts, like war. ### Industries Being Reshaped - **Food and Beverage:** Food and beverage companies can leverage masculine marketing strategies to target male consumers and stand out in a competitive market. - **Advertising and Marketing:** There's an opportunity for advertising and marketing agencies to develop narrative-driven campaigns that captivate audiences and leave a lasting impression. - **Food Packaging and Branding:** Design teams can play with food connotations and create packaging that disrupts traditional perceptions, appealing to consumers looking for innovative and unconventional products. ## Related on Trend Hunter - [Chef-Starring Plant-Based Butter Ads](https://www.trendhunter.com/trends/flora-skip-the-cow.md) - [Premium Plant-Based Spreads](https://www.trendhunter.com/trends/lurpak-plant-based.md) - [No-Nonsense Cereal Campaigns](https://www.trendhunter.com/trends/shreddie-for-anything.md) - [Oven-Focused Baked Crisps Campaigns](https://www.trendhunter.com/trends/walkers-baked-commercial.md) - [Unusual Fast Food Ads](https://www.trendhunter.com/trends/believe-campaign.md) - [Culinary Tradition Food Campaigns](https://www.trendhunter.com/trends/merchant-gourmet-yes-chef-campaign.md) - [Comical Love-Inspired Food Ads](https://www.trendhunter.com/trends/burger-king-loveinspired-ads.md) - [Sound-Focused Ice Cream Ads](https://www.trendhunter.com/trends/magnum-ice-cream-ads.md) - [Flavored Grass-Fed Butters](https://www.trendhunter.com/trends/churn.md)