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Cooks can change the world, according to Lurpak.

They can "heal the sick", "feed the masses", "turn waste into wonder", "raise the dead" or "settle feuds with a frittata" – bringing a higher purpose to kitchens across the country. The playful ad is full of sumptuous food shots, with a dramatic voiceover by Swedish actor Mikael Persbrandt, and aims to inspire more people to cook food from scratch. It was created by Tom Bender and Tom Corcoran, and directed by Kim Gehrig through Somesuch.