I Can't Believe It's Not Butter 'rock cakes' by Mother

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A pair of Ozzy Osbournes are the stars of a new campaign for I Can't Believe It's Not Butter as the brand's Unilever parent aims to increase the spread's market share. The real Ozzy pairs up with TV impressionist John Culshawe for two ads, created by Mother and directed by Danny Kleinman. In "rock cakes", the singer and his uncannily accurate TV lookalike attempt to follow a cake recipe using the spread instead of butter, but they are distraught when they discover they're making fairy cakes. 'Blind taste test' sees the pair taking the traditional taste challenge, mistakenly spreading a scouring pad instead of a crumpet with I Can't Believe It's Not Butter.

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Released: 13 February 2006

Credits

Project name
Rock cakes and blind taste test
Client
Noam Buchalter, brand manager, I Can't Believe It's Not Butter
Brief
Reclaim best buttery taste for I Can't Believe It's Not Butter
Creative agency
Mother
Writer
Mother
Art director
Mother
Planner
Mother
Media agency
MindShare
Media planner
Mike Mulholland
Production company
Kleinman Productions
Director
Daniel Kleinman
Editor
Steve Gandolfi, Cut & Run
Post-production
Framestore CFC
Audio post-production
Factory
Exposure
National TV, press

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