Blink’s Dougal Wilson - the man who made a nation weep big, warm salty tears this Christmas with his utterly heartbreaking John Lewis spot – is back. But put down the hankies – his new spot is a rather jolly number for Lurpak Lightest, “Be Wonderful and Wise”.
Directed by: Dougal Wilson
Production Company: Blink
Executive Producer: James Bland
Produced by: Ben Link
Production Manager: Ellie Britton
DOP: Stephen Keith-Roach
Art Director: Andy Kelly
Costume Design: Michelle May
Editor: Joe Guest
Editing House: Final Cut
Post Production: Moving Picture Company
Client: Arla -Lurpak
Creative Directors: Dan Norris, Ray Shaughnessy
Agency Producer: Anna Smith
Music: Michael Russoff
Opening with actor Rutger Hauer’s indisputable intonation “Whoever said green things are boring is so uncool”, the spot launches into a rhythmic, Technicolor celebration of all things veggie. Combining everything from stop motion to giant models and CGI, the spot is truly inventive, and the touch of long-standing collaborators editor Joe Guest and art director Andy Kelly shines through.
Hauer also lends his gravelly voice to the inescapable earworm of a ditty that accompanies the ad. Seasoned ad geeks should also note that the song comes courtesy of Michael Russoff, a former W+K creative director turned songwriter, and the man behind the equally catchy Honda Grrr song.
As for Wieden + Kennedy creative directors Dan Norris and Ray Shaughnessy, it wasn’t their first time working on Lurpak. They were also responsible for last summer’s Martin Krejci-directed spot Kitchen Odyssey, but turning their minds to Lurpak Lightest required them to think rather differently. “It was an interesting challenge to do something new and different in the world of healthy food. With the Lurpak Lightest launch we've tried to inject fun and, importantly, deliciousness into what can be a boring and worthy place.”
A vibrant reminder to big kids everywhere to eat their greens, this rainbow-themed spot also presented MPC’s Jean Clement Soret, who did the colour grading for the spot with a chance to flex his creative muscles. “Lurpak was shot on various film and digital formats that needed to blend together,” explains Jean Clement. “It is not common to have a commercial where colour is the main thread. All the food was graded to fit in the order of the colours of a rainbow, although art direction pretty much sets the tone already each element needed some degree of adjustment. It was also unusual for a commercial that is about food where normally precision is king to be given the opportunity to explore different creative options.”