This commercial advertises New Lurpak Cook's Range by comparing cooking to space travel. It is meant to appeal to people who enjoy not only cooking but experimenting and taking risks in the kitchen, which is why even mundane elements used by cooks, such as fruits and vegetables, are blown out of proportion and filmed in such a way as to appear much bigger and even intimidating. 

The notion of space travel is clearly presented by the epic track chosen as background music, which, at one point, even mimics the launching of a rocket after a microwave countdown and says "liftoff, we have a liftoff" as a carrot "launches" into a pot of water. It is the theme song to the 1968 movie directed by Stanley Kubrick, 2001: A Space Odyssey, which has been popularized ever since and used in film and commercials to point out a moment in which you are supposed to be impressed. In this particular commercial's case, the entire world that is the kitchen is supposed to impress the viewer. 

The narrator's voice and dialogue, as all other aspects of the commercial, are also very dramatic, only adding to that sense of adventure and of discovering the unknown. This is consistent from beginning- "tonight, as we stand on the edge of possibility, we choose the path less trodden"- to end- "venture forth with New Lurpak Cook's Range". The use of words such as these- possibility, adventure, journey, conquered, frontiers, destiny, venture, etc.- accentuate the grandiose feeling that they are trying to convey. They seem to be warning the viewers not to underestimate the kitchen by converting it into an elaborate hyperbole. 

Visually, the two components that most prominently help set this desired mood are texture, light, and color. The color palette is very rich, ranging from bright greens and oranges to deep red and purples. This and the use of directed light come into play to create a stunning contrast, a principle often used to add to a piece's drama. Examples of this use of contrast can be seen in virtually every frame since they are composed of a central element with vivid colors set against a dark background. Even in the frames that are set up differently, such as ones in which the main element, be it the woman reaching out to press a button or the food rising in the oven, are set in darkness, the light that shines from behind them is rich, usually a mixture of red and purple. 

The use of texture is recurrent seeing as how every food shown is magnified into being barely recognizable. It definitely adds to the visual interest, but, to the intended audience- those who are knowledgeable in the kitchen-, the crisp or moist textures might be a show of freshness and be very appealing. Even the people within the commercial seem to be impressed and surprised at "discovering" their own ingredients. This quality, as well as the quality of the utensils shown, might also be trying to show that New Lurpak Cook's Range is also up to par. This also helps figure out exactly who the audience is.

The actors hired are white people in their mid to late twenties. They are dressed rather preppy and have very modern kitchens and appliances, by which we can assume they're upper class. And, finally, as previously assumed, they must enjoy cooking and be daring upon doing so. The fact that they have time to cook suggests that they like doing it so much that they still insist on doing so after a day of work or that they simply don't work, for example, housewives. Either way, they seem to find a sort of creative release through cooking.

In conclusion, this ad targets the egos of those who enjoy experimenting in the kitchen by assuring them that what they do is as epic as space travel is. Then, it tells them that the best way to conquer the new frontiers and face the unknown is by using their product. Since cuisine is practically an art form, such an elaborate commercial does have a large possibility of successfully appealing to its target audience. 

