The ad is called "go freestyle" and was created by Wieden & Kennedy London. The 30-second ad, which was directed and shot by Juan Cabral, will debut on TV on 18 April during an episode of Britain’s Got Talent.
Like with previous ads in the campaign, the latest spot features high-quality food cinematography and a voiceover from the Blade Runner actor, Rutger Hauer, but this time combines it with a jazz soundtrack and images of people in a cooking frenzy.
The campaign promotes Lurpak as the perfect product for people that want to experiment in the kitchen.
Kim Papworth, the former joint executive creative director at Wieden & Kennedy London who served as a creative director on this campaign, said: "What happens when Lurpak Spreadable meets great bread, meets great ingredients, meets great casting, meets some jazz, meets Rutger Hauer, meets Juan Cabral? Go freestyle."
The work was created by Gustavo Kopit and Barnaby Blackburn. The campaign was shot by Cabral through MJZ and is backed by print work shot by Gustav Almestål.