"The 45-second TV ad for the plant-based margarine spread I Can't Believe It's Not Butter! sees Ramsay, who is known for his foul-mouthed tirades and no-nonsense attitude, praise the spread via a litany of swear words. "What in the hell is this?!?" Ramsay angrily shouts in the ad, pointing at a tub of the butter-alternative. After trying it, Ramsay relents: "F*** me. This is really rich - any richer, you'd need a prenup!""
"When another character in the ad, a TV production assistant, explains the spread is "rich in vitamins A, D, E, and B12", Ramsay replies: "Basically every f****** letter in the alphabet." "Wait, what are you?" Ramsay asks, placing two pieces of bread either side of the production assistant's head - an homage to his infamous 'idiot sandwich' meme - before stating: "A genius panini!" "Can you believe that's not f****** butter?" Ramsay says as he walks off."
"In response, One Million Moms - who have complained about everything from a Pandora ad to cartoon firetrucks over the years - said the advertisement is "highly inappropriate" and claimed "I Can't Believe It's Not Butter executives do not care about what children hear". "Foul language (or implication of it) is unnecessary in this or any advertisement but is apparently what I Can't Believe It's Not Butter intended," the group said in a press release."
A 45-second TV commercial for the plant-based spread I Can't Believe It's Not Butter! features Gordon Ramsay using repeated profanity while praising the product. The ad includes shouted lines, bleeped swear words, and comedic references to Ramsay's 'idiot sandwich' meme as he marvels at the spread's richness and vitamin content. Conservative group One Million Moms labeled the advertisement highly inappropriate and argued that the use and implication of foul language is unnecessary and harmful for children. The group criticized the brand for choosing profane insinuations and suggested executives do not care about what children hear.
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