GALLERY 02: I Can't Believe It's Not Butter - Various

Former Lemonheads band-member, Peretz, began his directorial career in promos and has also written/directed two features. He executes Mother's simple scripts with a series of hilarious docu-style spots for the product, giving it immense stand-out not only in the sector but also in the ad breaks. We are intrigued as to what exactly the people are being shown to prompt such incredible reactions. Perhaps it's a bit of street magic from the master of suspense David Blaine?

Product/client: I can't Believe It's Not Butter

Agency: Mother

200 St Johns St

London EC1V 4RN


T: +44 20 7689 0689

F: +44 20 7689 1689


Creative Director: Mother

Agency Producer: Mother

Creative Team: Mother

Production company: Cowboy Films

11-29 Smiths Court

Great Windmill Street

London W1V 7PF


T: +44 20 7287 3808

F: +44 20 7287 3785


Director: Jesse Peretz

Producers: Wendy Polowin, Lynne Pateman

Director of Photography: Tom Richmond

Post-production company: Golden Square

11 Golden Square

London W1R 3AF


T: +44 20 7300 3555

F: +44 20 7494 3288


Editors: Bruce Ashley; 89

Editorial: Adam Jenkins; Final Cut

Joel Miller; Cut & Run

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