Unilver's I Can't Believe It's Not Butter is known for its melodramatic comedic campaigns, but the brand has tapped the Bull-Whitehouse 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 Bull-Whitehouse founder Matthew Bull.

Creative team was Alex Riezebeek, Brit Larson and Corey Gehrig. Producer Sasha Stollman. Account person Mallory Solomon. Client is obviously Unilever.

Oh, and of course the tone is vital for the brand - we are irreverent, unusual, hopefully humerous. Why else would we have a name that long.