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

Jan 2026

In 'Gordon Can't Believe It,' celebrity chef Gordon Ramsay takes center stage for I Can't Believe It's Not Butter. The spot unfolds within a professional kitchen environment, leaning into a comedic behind-the-scenes aesthetic that centers on Ramsay's signature personality as he prepares a pasta dish. Produced by Salt Studios with creative input from Salt XC, the campaign utilizes a live-action technique to ground the commercial in a relatable, high-end production style. Warm ambient lighting across the stainless steel kitchen elements provides a cohesive visual tone, with post-production and VFX work handled by Artjail and FEATHER to refine the final output.

Horizontal, Commercial, Warm

CPG / Packaged Food

Commercial Kitchen

TVC / TV Commercial