Allow me to start by saying that a brand named “Lurpak” sounds like the opposite of something I’d want to ingest. In fact, it reminds me of a certain borax-based blob toy. And despite the numerous online sources that referred to Lurpak as a quality Danish butter, I remained skeptical. Until I saw this video.

Directed by Dougal Wilson – of Coldplay, Coca Cola, Stella Artois and a-bunch-of-lions-from-Cannes fame – and Wieden+Kennedy, this new ad for Lurpak Lightest scintillated at least seven of my senses. (If you count humor, love for explosions, getting a tune stuck in your head and creepy, whispery foreign accent voiceovers as a senses. I do, naturally.)

Bravo, team. I now want to devour a brand that sounds like Tupperware flatulence.

Mash-Mash-Mash-Mash-Mash-Mashing

Lurpak – Lightest from Blink on Vimeo.