I Can't Believe It's Not Butter!
About I Can't Believe It's Not Butter!
The work made for I Can't Believe It's Not Butter! runs to 2 verified projects since 2026 — mostly Brand, Campaign and Advertising. Most of it comes from 5 teams, including Outsider Editorial, Studio Feather and TA2 Sound + Music. The people who work most often on I Can't Believe It's Not Butter! projects include Geraldine Cabanero.
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Featured project
Gordon Can't Believe It
The latest I Can’t Believe It’s Not Butter campaign puts Gordon Ramsay’s famously uncompromising palate to the test in a mockumentary‑style spot directed by Simon Neal. Titled “Gordon Can’t Believe It,” the film captures Ramsay’s trademark skepticism and fiery reactions as he samples the butter alternative under the watchful eyes of nervous executives. But the richness of the product wins him over, transforming his notorious “idiot sandwich” into a “genius panini.” Neal’s sharp comic timing and ability to find warmth in chaos make the piece big, loud, and brilliantly calibrated — a playful showcase of how even the toughest critic can be converted.
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The people with the most verified roles on I Can't Believe It's Not Butter! projects
