I Can't Believe It's Not Butter (ICBINB): Gordon Can't Believe It
Date
Jan 2026
Description
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.
Style
Horizontal, Commercial, Warm
Industries
Color
Pure White
Jet Black
Background
Commercial Kitchen
Context
TVC / TV Commercial
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