Lurpak: Smoooth

Forget the usual kick bollocks scramble to get out of the house in the morning - Lurpak's new soft spreadable butter will help you glide through like a hot knife through, well, butter.

The new spot, created by W+K London and helmed by Kim Gehrig via Somesuch, combines seamless editing and stylish cinematography in its depiction of a woman's enviably smooth morning routine. From applying mascara to boiling an egg, brewing coffee to blow-drying her hair, it all happens in a perfectly choreographed flow - and even a pesky tomato squirting onto her white blouse doesn't make her miss a beat.