Unilver's I Can't Believe It's Not Butter is known for its melodramatic comedic campaigns, but the brand has tapped The Bull-White House on a quirky new effort that shows off an amazing benefit of the product, beyond taste. A series of deadpan shorts (see others here, and here) star a woman whose quest for fluffier scrambled eggs finds her fluffing her pet hen, employing a chicken masseuse and even putting her chicken through bird pilates. But there really is no need, according to the new campaign, which also features a dedicated site, Getfluffiereggs.com.

While the larger overall idea of the product itself is "believe," the campaign "focuses on the unbelievable fact that I Can't Believe It's Not Butter produces the most wonderful fluffy srambled eggs imaginable --and other slightly less conventional ways are really not going to match the result," explained The Bull-White House founder Matthew Bull.