Continuing a tradition of highly satisfying and hypnotic Lurpak ads, director Kim Gehrig has worked with Wieden + Kennedy London to create Smoooth, the latest film campaign from the butter brand. Debuting on TV last night (3 June), the film plays on the “spreadability” of the product by seamlessly gliding from shot to shot, with each quick-fire snippet featuring a left-to-right action from a busy morning routine – for example the wipe of a bathroom mirror, the drop of an egg into a pan, a brush of eyeliner and, of course, the spread of butter on bread.
It represents another feat of intricate filmmaking from the lauded director. Gehrig is known for her hugely successful ad campaign films such as John Lewis’ Man on the Moon and the empowering This Girl Can films for Sport England. She is supported by Somesuch, and worked with Time Based Arts on the VFX and Twenty Below on the sound, which plays a huge part in the success of this and other preceding Lurpak ads.
Carlos Alija and Laura Sampedro, creative directors at W+K London, commented: "Every Lurpak ad is a considered building block of an iconic brand, so the challenge was conveying such a specific new benefit [to the product] in a way that felt true to its values. We thought making viewers experience the flow of a perfectly smooth and continuous butter spread could be both satisfying and epic.”
Watch Gehrig’s talk from It’s Nice That’s symposium Here 2016 here.
- Protests, cute culture and the UK’s fruit market: Suzy Chan on her innovative design practice
- Multi-disciplinary artist Samuel Burgess Johnson on his work for The 1975
- Amanda Baldwin translates everyday objects into fine art reflections of society
- Animator and illustrator Anna Katalin Lovrity works with “brave and rough shapes”
- Charles-Henry Bédué photographs the intimacy and mystery of family homes
- Erik Brandt releases his final Ficciones Typografika as a book documenting the project’s entirety
- Photographer Ryan Duffin embraces the quirks of his subjects and the outtakes of life
- Q is the world’s first genderless voice hoping to eradicate gender bias in technology
- How and when do you shut down your studio? Carly Ayres on the decision to close HAWRAF
- Alexis Jamet's animations are warm, nostalgic and beautiful in their simplicity
- KFC's latest ad reminds you it's not AFC, BFC, or even CFC