Wieden + Kennedy did wonders for butter – and for Lurpak – with their now famous ad spot which started with flour, added water, and ended with butter on a torn, steaming loaf. W + K, together with Dougal Wilson from Blink, have now made a typically, delightfully enjoyable hymn to all things delicious and healthy, from peas and beans to cous-cous and fish.

The campaign, for Lurpak Lightest Spreadable, conveys an upbeat, pro-vegetable message. The film is a tour-de-force of memorable angles, from the ceiling over a pan of peas to the underside of a boiling pot of sprouts. The exploding aubergine is a particular highlight.

Be Wonderful and Wise from Wieden + Kennedy London on Vimeo.