Fabio Plays With an Epic Toaster in New I Can’t Believe It’s Not Butter Ad

The 'UnbelievaBot' can print just about anything

Headshot of Katie Richards

Mornings are suddenly a lot more exciting, thanks to pieces of toast with pictures of Fabio on them, all because of I Can't Believe It's Not Butter.

As you may recall, Fabio's face graced a number of I Can't Believe It's Not Butter campaigns in the '90s—including one spot where he breaks free from the constrains of a butter sculpture of himself. After some time away from the brand's marketing efforts, Fabio finally made his epic I Can't Believe It's Not Butter return in March, launching out of a whale's blowhole into the sky, because why not? Now, he's taking breakfast to a new level, toasting up bread with a special toaster all in the name of bringing fun back to breakfast.

Fabio stars in a new digital video, which also features a first-of-its kind Wi-Fi-enabled toaster, the "UnbelievaBot." Deep Focus worked with I Can't Believe It's Not Butter to bring the toaster and a Fabio-filled spot to life.

"This is a brand we have fun with. We don't take ourselves very seriously at all, but we're really serious about taste," Benjamin Crook, marketing director, baking, cooking and spreads at Unilever, told Adweek. When I Can't Believe It's Not Butter released its first new spot with Fabio in March the goal was to create a fantastical world, the "Land of Can't Believe," where anything could happen like, say, a toaster printing a picture of your personal Twitter profile picture onto a piece of bread in three to five minutes.  

So why did the brand decide to invest roughly eight weeks into creating such a toaster for the campaign?

Crook said the team noticed more pressure on the consumer to accomplish an unrealistic amount of things in the morning from running 10 miles to preparing a four course meal before 5 a.m. "We're juxtaposing that by saying it should be fun. You should just be able to get up, relax, have a piece of toast with I Can't Believe It's Not Butter on it and have that ability to enjoy pleasure and not feel guilty about it," Crook added.

The toaster was just another way to bring that element of fun and surprise back into breakfast. Built by Axios NYC, "UnbelievaBot" takes between three to five minutes to fully toast your bread while also printing the selected image—and it can print just about anything you want. To date the toaster has printed over 1500 different images, all with the goal of making breakfast a little bit more fun and exciting.

While the toasters are not for sale, I Can't Believe It's Not Butter will continue to use the toaster in fun and surprising ways throughout its marketing campaign.

Take a look at some of the original prints from the toaster, below.

@ktjrichards katie.richards@adweek.com Katie Richards is a staff writer for Adweek.