Even Gordon can’t resist it.

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 Neal puts Gordon Ramsay’s convictions to to the test for I Can’t Believe It’s Not Butter

Here’s what Simon had to say:

‘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.’

CHECK OUT SIMON'S PAGE HERE

Credits:

Brand - Flora Food Group

Agency: Salt XC

Executive Creative Director: Brad Van Schaik

Creative Directors: Daniel Bennett (Art), Sasha Newton (Copy)

VP, Client Service: Marcin Bugajski

Account Director: Rachel Branco

Account Supervisor: Casey Wilson

VP, Content: Devon Soltendieck

Executive Producer: MacKenzie Thomson

Production: Salt Studios