Category: Savoury Foods
Advertiser: UNILEVER
Product/Service: I CAN'T BELIEVE IT'S NOT BUTTER
Agency: McCANN LONDON
Production Company: HSI LONDON, UNITED KINGDOM
Date of First Appearance: Jun 14 2010
Executive Creative Director: Brian Fraser/Simon Learman
Copywriter: Geoff Smith
Art Director: Simon Butler
Agency Producer: Chris Chapman
Account Supervisor: Bina Booth/Tara Howell
Producer: Jeremy Goold
Director: Andy Lambert
Editor: Scott Cato
Post Production: MPC
Account Manager: Harriet Jones
Director Of Photography: Oliver Curtis
Editing Company: The Quarry
English Description
Our brief from Unilever was to announce I Can’t Believe It’s Not Butter’s new recipe, which made the margarine taste “even more buttery”. The brand is well-known in the UK for its amusing, quirky, advertising, so the challenge to us was to convey this rational product message in a way that fits the brand’s humorous, light-hearted and distinctly British tone of voice.
This spot is an irreverent twist on a typical product re-launch, introducing new “I Can’t Believe ‘I Can’t Believe It’s Not Butter’ is Better” – since the product is now even better, the name ought to be too. We then see a series of increasingly disastrous consequences of the new, super long name, which suggest that the original name might be a better option.