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A pair of Ozzy Osbournes are the stars of a new campaign for I Can't Believe It's Not Butter as the brand's Unilever parent aims to increase the spread's market share. The real Ozzy pairs up with TV impressionist John Culshawe for two ads, created by Mother and directed by Danny Kleinman. In "rock cakes", the singer and his uncannily accurate TV lookalike attempt to follow a cake recipe using the spread instead of butter, but they are distraught when they discover they're making fairy cakes. 'Blind taste test' sees the pair taking the traditional taste challenge, mistakenly spreading a scouring pad instead of a crumpet with I Can't Believe It's Not Butter.