I Can’t Believe It’s Not Butter Makes Gordon Ramsay Eat His Words

​The Visionaries’ director Simon Neal put Gordon Ramsay’s convictions to the test for I Can’t Believe It’s Not Butter campaign.

Gordon Ramsay doesn't believe it. Then he tastes it. 'Gordon Can't Believe It' shows the world's most volcanic chef responding to the butter alternative with characteristic disgust - and, of course, a steady supply of expletives - as nervous executives watch on. But the richness of I Can't Believe It's Not Butter does what little else can. Gordon is impressed. A convert, even! And so his notorious "idiot sandwich" becomes a genius panini.

Neal has a sharp instinct for comic timing and a rare ability to find warmth inside chaos - two things this spot demands in equal measure. It's a big, loud, brilliantly calibrated piece of work from a director who makes this stuff look easy.

Simon said, "Working with the legend that is Gordon Ramsay was a dream. He brings the same professionalism to set as he does to the kitchen…just slightly less yelling."