I Can't Believe It's Not Butter Film I CAN'T BELIEVE 'I CAN'T BELIEVE IT'S NOT BUTTER' IS BETTER by Hsi, McCann London

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I CAN'T BELIEVE 'I CAN'T BELIEVE IT'S NOT BUTTER' IS BETTER

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Industry Butter, Edible oil & Fats, Grocery and Other foods
Media Film
Market United Kingdom
Agency Hsi
Agency McCann London
Director Andy Lambert
Executive Creative Director Brian Fraser, Simon Learman
Art Director Simon Butler
Copywriter Geoff Smith
Producer Jeremy Goold
Account Supervisor Bina Booth, Tara Howell
Editor Scott Cato
Released June 2010

Credits & Description

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.