What's your take on: Lurpak Cook's Range

‘What’s Your Take On’ is a weekly feature, where we ask adland for their take on campaigns from across the globe. We trust you’ll enjoy the read; should you wish to give us your two cents on a commercial, mail us on**mukta.lad@web18.in**and we’ll holler the moment we have an ad for you!

Ever imagined embarking on a true adventure in your kitchen? A kitchen that looks like a warzone in space, where the broccoli and cabbage look like alien terrain, the and egg-yolk the missile used to attack flour?

Well, Lurpak has made the idea of such a kitchen very attainable in its ‘Cook’s Range’ commercial. You can catch the film here:

But did adland think it was far-fetched? Or brilliant? We asked Nihal Atawane, creative partner, One September; Tamanna Jaisinghani, content specialist, 22feet Tribal Worldwide and Riti Hamlai, creative partner - copy, Creativeland Asia for their views.

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Here’s what they thought:

In your opinion, is the ad yay or nay?

Nihal: Wooooooaaaaaaahhhhh! ‘Yay’ all the way. I’m going to show this video to my mom every morning when she’s packing my ‘dabba’, with super slow-mo for the lasagna shots.

[caption id=“attachment_81782” align=“alignleft” width=“380”] Riti Hamlai, top left; Nihal Atawane, right; Tamanna Jaisinghani, bottom left[/caption]

Tamanna: Yay for the director who shot it. This is one of those commercials that make me wonder how in the world it is pitched to a client. Rather, how the hell was the script written. If I were the client who read a script that starts with, “The film opens to close up of a cabbage”, I would slap whoever was next to me. But I guess, this is more a director’s job than a copywriter’s.

Riti: Absolutely love the ad. I can’t think of a better commercial in this category.

What’s the best thing about the ad?

Nihal: The visual treatment, hands down. I don’t think anyone’s ever made cauliflower look that good before. It’s like someone let Zack Snyder loose in the kitchen. Not to mention the epic Leonidas voiceover.

Tamanna: The narrative. Makes me want to watch an action movie despite hating action movies.

Riti: The ad beautifully illustrates the fact that a visually stunning ad can have an equally stunning narrative. I love how they’ve taken the often ignored broccoli and cabbage and made something so beautiful out of it. The sound design quietly picked me up from my chair and dropped me off to a crater.

What didn’t you like about it?

Nihal: Blame it on the desi in me, but I didn’t quite follow what the voice-over said at first go. Had to listen to it again.

Tamanna: The brand name. Who is going to buy a food product that is called Lurpak’s?

Riti: It made me hungry. Right after lunch.

Take a wild guess…what do you think is the insight for this ad?

Nihal: I’d say the insight is that cooking is often perceived as a boring and monotonous activity.

Tamanna: Drama in cooking reality TV shows. Or competition amongst cooks. Actually, ‘Gordon Ramsey’s wet dream’ is more like it.

Riti: Cooking looks like a seemingly easy task at first. But one attempt and you’ll know how daunting it can get. Here, the ad doesn’t pacify the cook in you, instead it throws up a challenge. It tells you that cooking is very difficult, as difficult as going into space. And that I think is the insight.

If you had to remake this ad for Indian homemakers, how would you do it?

Nihal: Replace the action scenes with song and dance. In fact, Sundrop already did it in the 90s. With the famous kid in yellow running around, barely surviving a food avalanche. Lurpak may just have ripped that one off.

Tamanna: Direct it like an Indian soap opera. That will hit home.

Riti: I’d use the Indian tadka for an asteroid shower, idlis for UFOs, dosas for craters and a metal sieve for a space vessel. Pardon my imagination, I’m vegetarian.

If you had to go on an ‘adventurous’ baking spree (like the one in the TVC) what is it that you’d make and why?

Nihal: I’d make the greatest roast chicken known to man, along with enough cheesecake to fight the apocalypse**.**

Tamanna: I wouldn’t. I hate cooking and baking. And yes, I am married, so this whole cooking situation is pretty sad for my husband.

Riti: Oh no, I wouldn’t dare. I am the one who comes running for all that food after the product window is over.