Our brief from Unilever was to announce I Can’t Believe It’s Not Butter’s new recipe, which made the margarine taste “even more buttery”. The brand is well-known in the UK for its amusing, quirky, advertising, so the challenge to us was to convey this rational product message in a way that fits the brand’s humorous, light-hearted and distinctly British tone of voice.This spot is an irreverent twist on a typical product re-launch, introducing new “I Can’t Believe ‘I Can’t Believe It’s Not Butter’ is Better” – since the product is now even better, the name ought to be too. We then see a series of increasingly disastrous consequences of the new, super long name, which suggest that the original name might be a better option.