I Can't Believe It's Not Butter

Gordon

Brand

Date

Jan 2026

Description

In a comedic commercial campaign for I Can't Believe It's Not Butter, celebrity chef Gordon Ramsay visits a busy professional kitchen set to evaluate the product. The film captures Ramsay in his signature attire, examining a tub of the spread while preparing a pasta dish on a gas burner. Produced by Salt Studios with creative direction from Salt XC, the spot leans into a polished, live-action technique. The production design emphasizes the authentic atmosphere of a film set, featuring stainless steel surfaces and visible lighting rigs. Post-production and VFX were handled by Studio Feather, with audio and music score provided by TA2 Sound + Music.

Style

Horizontal, Commercial, Moody, Polished

Industries

CPG / Packaged Food

Color

Pure White

Jet Black

Background

Commercial Kitchen

Context

TVC / TV Commercial