Our love affair with Lurpak continues with Smoooth. The TVC launches Lurpak Softest, a new soft blend butter that’s spreadable straight from the fridge.

The stylish spot, debuting during the June 3 final of ITV1’s Britain’s Got Talent, builds on the reputation of Lurpak as the Champion of Good Food. With Lurpak Softest, even a rushed moment can be a time to master food, which the ad proves with a continuous smooth spread. The spot is directed by Kim Gehrig (John Lewis – Man on the Moon, Sport England – This Girl Can) via Somesuch, with VFX by Time Based Arts and sound handled by Twenty Below.

Päivi Piirala, Senior Global Brand Manager, Lurpak, said: “We wanted the whole communication around the product to convey the smoothness of it and show people that they don’t have to compromise on taste even when they are in a hurry. We have created a campaign that we’re very proud of and can’t wait for it to roll out.”