The new 'I Can't Believe It's Not Butter' ad not only features its 90s campaign star Fabio, but a Wi-Fi enabled toaster. Fabio is seen using the first-of-its-kind toaster on a beach while reading '101 Things Successful People Do Before 5 am' and drinking coconut water.
Fabio showcases a piece of toast with his own likeness on it, one piece with "Fabio is Back," another with "He Is Still A Hunk" and a final piece that reads "He Made Me Say That." Inspiration for the ad is the pressure consumers feel to accomplish so much before 5 am. The Wi-Fi enabled toaster will be featured in other aspects of the ad campaign but is not currently for sale. The brand invested eight weeks into developing the toaster for the campaign and it has already printed over 1,500 images all to make breakfast more fun.