'Adventure awaits' by Wieden & Kennedy for Lurpak

Thinkboxes March/April Winner 2014

This month’s winner, from Arla Foods’ Lurpak Cook’s Range, uses imagery evoking space exploration to champion a pioneering spirit in home cooking.

 The spot, “Adventure awaits”, takes as its soundtrack Richard Strauss’ Also Sprach Zarathustra. A voiceover, which borrows from the rhetoric of motivational speeches, builds dramatic tension, and unusual close-ups of foods suggest another-worldly landscape. The voiceover declares: “Tonight we choose adventure” as gas jets ignite to mimic rockets firing into space, and the ad ends with the line “Venture forth with Lurpak’s new Cook’s Range.”

Wieden & Kennedy worked with the client from the start of this innovation project, ahead of the ad brief. Laurence Fischer, vice-president global BSM – Lurpak, Arla Brands, says: “We researched more ‘emotional’ insights and what bigger purpose our Cook’s Range could fulfil. The target audience, foodies, are driven by a restless need for experimentation, and our range could be a trusted partner for kitchen adventures.”

Laurence Fischer

It was very unexpected. Nothing in our brief pointed to this and we were a little scared, to be honest. The creative team felt it could push the brand into a new territory, which we all want for it. So we took the leap.

Laurence Fischer Vice-President Global BSM, Lurpak Arla Brands 

Client Lurpak; Ad agency Wieden & Kennedy; Creative team Dan Norris, Ray Shaughnessy, Sam Heath, Freddie Powell, Hollie Walker; Production Blink; Director Dougal Wilson

Other ads on the podium

Waitrose: When you own something, you care a little more (2nd)

  • Creative agency BBH London;
  • Creative team Martha Riley, Richard Glendenning;
  • Clients Rupert Thomas, Rupert Ellwood, Joanne Massey, Libby Langridge;
  • Production companies Park Pictures;
  • Director Tom Tagholm

Vodafone: The call (3rd)

  • Creative agency Grey London;
  • Creative team Vicki Maguire, Jonathan Marlow
  • Client Suzie Rook;
  • Production company Academy;
  • Director Marcus Söderlund

Also shortlisted

Anchor Cheddar: The glorious nothing days

  • Creative agency CHI & Partners;
  • Creative team Matt Searle, Sarah Levitt;
  • Client Louise Goodyear;
  • Production company Somesuch & Co;
  • Director Kim Gehrig

Cravendale: Barry the Biscuit Boy

  • Creative agency Wieden & Kennedy; 
  • Creative Dan Norris, Ray Shaughnessy, Sam Heath, Max Batten, Ben Shaffery;
  • Client Harriet O’Regan
  • Production company Blink
  • Directors Andrew Thomas Huang, Joseph Mann

A view from a Thinkbox Academy member on this month's picks

Danny Brooke Taylor

There are some wonderfully natural moments in these ads… the moment the egg takes a giant leap on to the floury lunar landscape for Lurpak.

Danny Brooke-Taylor Founding Partner, Lucky Generals

Click here to see who won the previous award

You might also like

Breaking ads

We update this gallery weekly with a collection of the latest and best ads breaking on TV.


A Recipe for a Perfect Sponsorship

Hear from the creative behind ‘Cake or not cake?’ and one of the most memorable sponsorships of 2022


Great ads from around the world

The best in TV advertising creative from around the world according to Thinkbox's Associate members.