I Can't Believe It's Not Butter (ICBINB)

I Can't Believe It's Not Butter (ICBINB) · Gordon Can't Believe It

In 'Gordon Can't Believe It,' I Can't Believe It's Not Butter partners with Gordon Ramsay for a campaign that leans into a comedic, behind-the-scenes aesthetic. The commercial spot is set within a professional kitchen environment, focusing on the chef's candid interactions on a busy film set. Produced by Salt Studios with creative input from Salt XC, the piece utilizes live-action techniques to capture a warm, high-end atmosphere. Post-production work was handled by Artjail and FEATHER, while TA2 Sound + Music provided the final audio mix for the spot.