I Can't Believe It's Not Butter

I wish I had named this product, but someone at Unilever beat me to it. After producing lots of I Can’t Believe It’s Not Butter tabletop commercials, a very creative team at McCann found out women who loved romance novels also loved ICBINB! And on the cover on those books was Fabio. We inherited the campaign and enjoyed expanding Fabio’s role in different locations and exotic locales. I can’t believe how much fun we had.