Watch Fabio Co-Star With Giant Toaster in New ‘I Can’t Believe It’s Not Butter’ Ad

After a long hiatus, book cover model and reality TV star Fabio has returned to pitch I Can’t Believe It’s Not Butter, and this time he’s using a giant laser printer/toaster to help bring fun back to breakfast.

The 57-year-old Italian fashion model, full name Fabio Lanzoni, once starred in a number I Can’t Believe It’s Not Butter (ICBINB) ads in the 1990s and after a lengthy break returned to be the butter-substitute pitchman in March appearing in an ad that saw him launching out of a whale’s blowhole into the air.

In the latest spot Fabio demonstrates the first-of-its kind Wi-Fi-enabled toaster called the “UnbelievaBot,” a toaster that can “print” anything you want onto your morning toast – toast, we assume, that will only taste better with a dollop of I Can’t Believe It’s Not Butter on it.

Take a look, just try not to get too distracted by Fabio’s dancing pecs.


The one-of-a-kind toaster, which is, sadly, not for sale, took about eight weeks to build and has “printed” out about 1500 different images. 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.

Sound’s like a fun way to break up with someone. Imagine getting a piece of toast in the morning that says “Pack up and Leave”.

“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.

Say what you will about Fabio, he’s a good sport who’s learned not to take himself too seriously over the years. Maybe the next ad campaign will feature him on a roller coaster and having a bucket of I Can’t Believe It’s Not Butter spring up and stop a wayward goose from hitting him in the face at 70 miles per hour…. again.

Transcript of New I Can’t Believe It’s Not Butter Ad Starring Fabio

Do you have trouble with mornings? Of course you do because you’re a person.
There are never any delightful surprises (until now). Introducing the “UnbelievaBot,” an unbelievable toaster that adds a little joy to mornings.

By integrating wireless technology and lasers, I Can’t Believe It’s Not Butter can send unbelievable messages directly to the breakfast table so every day can begin with a smile (and some of toast).

You’ll never see breakfast the same way again because it surprises you (every morning).

The “UnbelievaBot” from I Can’t Believe It’s Not Butter.

This is really big.