This TV spot marks the launch of W+K London’s first global campaign for Lurpak. Building on the work with the brand in the UK since 2007, W+K have spent the last year preparing a campaign to go global - to inspire a wide food lover audience and to cement the brand’s position as a champion of good food worldwide. After months of traveling and a lot of food tasting, our team came to understand that when it comes to good food, cooks speak a universal language. It doesn’t matter where in the world your kitchen is, which dish you’re cooking or which word you use for “hot!” – food lovers’ imaginations are captured most at the moment of creation. The TV brings to life the wondrous moment in the kitchen when the cook, the ingredients and the butter come together as one. It is a moment of change and transformation, a moment at which all the senses come alive. The spot showcases this special tie and tells the story of ‘the cook’, celebrating her magical power to transform the ordinary into extraordinary.