Arla Foods is launching Lurpak Softest, a new soft blend butter that’s spreadable straight from the fridge, with a multi-channel advertising campaign created by Wieden+Kennedy London.The spot, debuting during the 3 June final of ITV 1’s Britain’s Got Talent, builds on the reputation of Lurpak as the 'Champion of Good Food'. With Lurpak Softest, even a rushed moment can be a time to master food, which the ad proves with a continuous smooth spread.Smoooth is directed by This Girl Can's Kim Gehrig via Somesuch, with VFX by Time Based Arts and sound handled by Twenty Below.CreditsLead Client NameElena MarchenkoPäivi PiiralaW+K LONDONCreative DirectorCarlos Alija & Laura SampedroCreativesJuan Sevilla & Mico ToledoExecutive Creative DirectorsIain Tait & Tony DavidsonGroup Account DirectorPaulo SalomaoAccount DirectorJames McHoullAccount ManagerPat NallyPlannerIndiana MatineTV ProducerJames LaughtonPrint ProducerAmy LeachHead of Business AffairsHelena TomasBusiness Affairs ManagerBecky DayTV PRODUCTIONProduction CompanySomesuchDirectorKim GehrigExecutive ProducerSeth WilsonProducerJacob Swan HyamLine ProducerRebecca SykesDirector of PhotographyDaniel Landin1st ADJez OakleyFood CreativeKatie GiovanniEditorial CompanyTrimEditorTom LindsayVFX CompanyTime Based ArtsProducerChris AlianoColouristSimone GrattarolaVFX SupervisorFrancois RoisinLead Flame ArtistStephen GrassoFlame ArtistAdam PatersonNuke ArtistLinda Cieniawska3D ArtistsFederico Vanone & Federico GuzzardoMusic CompanyTwenty BelowProducerEmily PritchardComposerMatt TamsedgeSound Company750mphSound DesignerSam AshwellProducerMary-Ann D’Cruz