fabioFabio, I Can’t Believe It’s Not Butter, and a toaster than can print pictures onto the toast have teamed up to grace television with an absurd commercial for an absurd product.

Television watchers of the 1990’s may recall that Fabio starred in a variety of I Can’t Believe It’s Not Butter advertising campaigns. One of which involved Fabio fighting free from the butter sculpture of himself that was constraining him. Last March, he returned to the I Can’t Believe It’s Not Butter spotlight to make yet another insane appearance, during which he was launched out of a whale’s blowhole.

Now he’s back again, and he’s showing off a brand new toaster called the “UnbelievabBot” that has Wi-Fi capabilities and can print images onto toast.

“This is a brand we have fun with. We don’t take ourselves very seriously at all, but we’re really serious about taste,” said Benjamin Crook, the marketing director for I Can’t Believe It’s Not Butter. Apparently the brand’s use of Fabio in far-out situations is an effort to create a “Land of Can’t Believe” for viewers that want to live in a world full of absurd situations and synthetic dairy products.

crispy toastI Can’t Believe It’s Not Butter hired a research and development team to make the toaster over the course of eight weeks. According to Crook, the fake butter brand was intending to provide an alternative to┬áthe increasingly unrealistic expectations of what someone should accomplish over the course of a morning (run 10 miles, read a novel, etc.):

“We’re juxtaposing that by saying it should be fun. You should just be able to get up, relax, have a piece of toast with I Can’t Believe It’s Not Butter on it and have that ability to enjoy pleasure and not feel guilty about it.”

I Can’t Believe It’s Not Butter hopes that its new toaster will provide a new way for people to enjoy their mornings and have a sense of humor about the day ahead of them. They can use their smartphones or internet connections to pick a fun design for the toaster to mimic, whether it’s a woman being affectionate with her dog, large block letters saying “YOU WILL DIE ONE DAY” or “A TOAST TO YOU,” or a cartoon image of another piece of toast, for meta mornings.

mt rushmoreEither way, Fabio has one, and it’s my honest hope that the power doesn’t go to his head. It’s hard to imagine what Fabio would want to print on a piece of toast, but it probably wouldn’t be appropriate for television, nor would his choice of spread. As for me, I would probably keep my toast images simple and uplifting, like a sparsely detailed sketch of Mt. Rushmore (four smiley faces next to each other), two pieces of toast each adorned with a walkie-talkie that I can pretend to speak into, or maybe a geometric design that I can get lost in before my morning coffee.

It’s a stupid idea, but I think it could be a pretty fun way to start the day.