Fabio Is Back With ‘I Can’t Believe It’s Not Butter’: Get the First Look at His New Commercial

He's back … on a humpback?! Nineties model Fabio is back in the spotlight with his return to I Can't Believe It's Not Butter, and his new commercial is not of this world.

In an exclusive preview released to Us Weekly on Friday, March 11, Fabio's return to the brand makes fun of his iconic ads from more than two decades ago.

Fabio during Fabio Launches "I Can't Believe It's Not Butter" Mediterranean Blend at Times Square in New York City in 2007. Michael Loccisano/FilmMagic

The commercial is filmed in a magical mystery world known as the "Land of Can't Believe." In this realm, eating breakfast on a whale in the middle of the ocean is perfectly acceptable. As two ladies nosh on their morning meal, Fabio, now 56, suddenly shoots out from the sea.

"I can't believe my role isn't bigger," the muscular Italian model announces.

Watch the spot above. The commercial will start airing nationwide on Monday, March 14.


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