I Can't Believe It's Not Butter

Mobile / Digital

This sponsorship on ESPN.com and NFL.com uses uploaded videos of sports fans impersonating commentators with their belly fat.

I Can't Believe It's Not Butter highlights how its butter alternative is healthier than regular butter. The videos create huge belly laughs (pun totally intended) as commentary from portly sports fans streams in. We felt it represented the brand far better than seeing Fabio showing off his chiseled cheekbones and pecs.

Role: Writer / ACD