Get your figure straight. Butter, 80% fat. All other margarines 80% fat. St. Ivel Gold, 40% fat. So says the karate-man as he chops the plank in half. And I used to buy it just for the packaging.

Client: St. Ivel Gold

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has worked in New York, London, Amsterdam, Copenhagen and Stockholm.