Lurpak has a new TV ad, its first in Australia. The Danish butter brand hails the creative cook, ruler of the realm of pots and pans and slightly blunt knives, who is not shy with a blob of butter. It's voiced by Rutger Hauer, he of Bladerunner fame.
"Not for her the ready meal," rumbles the great man.
No. For her the slo-mo strike of a match, the swirl of an egg hitting the poaching pan, the glacial shift of a cracking pavlova as she weaves her magic.
Although part of Lurpak's 'weave your magic' campaign, "this isn't hocus pocus," Roy Batty Hauer insists. "The cook has power. Imagination. Fearlessness." Yes. And where does this creative whirlwind place her faith? "In a good measure of Lurpak butter."
The spot aired on Sunday and is part of a $10 million marketing strategy that includes print media, outdoor, digital, sampling, and sponsorship of LifeStyle Food and Taste of Melbourne cooking school.
It's a great ad. But some viewers may find themselves thinking of the immortal line: "If only you could see what I've seen with your eyes."
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