Lurpak has a rich heritage when it comes to creating quality food porn. And now, to launch its new Cooks Range, Wieden + Kennedy has created another stunner, with the adventure-themed spot imploring home cooks to 'embrace the unknown in wide-eyed wonder'.
The spot, which features the theme music from 2001: A Space Odyssey, was created by Freddie Powell and Hollie Walker and shot by Blink, and is a "celebratory ode" to meal times (as well as a remarkable lesson in how various edible substances can be made to look like hostile alien environments).
As Powell and Walker said: "There's that moment when you're deciding what to cook for dinner, when you think, 'shall I play it safe with my well-rehearsed spagbol, or shall I take on that unattempted mussel recipe?' We wanted to inspire those teetering on the edge of bravery to take the path less trodden."
Here are a couple of Lurpak's previous efforts.