"I like to use 'I Can't Believe it's Not Butter' on my toast in the morning, because sometimes when I eat breakfast, I like to be incredulous. How was breakfast? Unbelievable"

Demetri Martin employs his signature deadpan wit to turn a mundane breakfast experience into a layered joke. He begins with a straightforward statement: his preference for the popular butter substitute, "I Can't Believe It's Not Butter!", on his toast. This product, already bearing an exaggeratedly enthusiastic name, is ripe for comic exploitation because it invites a reaction of disbelief over something quite ordinary. Martin leverages this name to set up a comic expectation: he doesn't simply enjoy the spread for its taste, but for the element of incredulity it introduces to his morning routine.

Humor emerges through an unexpected linkage between eating a common breakfast and the emotional response, the sense of being shocked or amazed, implied by the product's name. The phrase "because sometimes when I eat breakfast, I like to be incredulous" introduces an absurd motivation, poking fun at the idea that eating could or should be astonishing. Most people look for vitamins, flavor, or sustained energy at breakfast, not an existential surprise. By pretending that the most important aspect of his breakfast is whether it makes him incredulous, Martin gently mocks advertising hyperbole and our willingness to accept baseless excitement in daily life.

His final joke, "How was breakfast? Unbelievable", ties the whole bit together, leaning into wordplay. He compresses the gag into a single, sharp punchline. The word "unbelievable" is both a literal reaction to the product's name and a tongue-in-cheek comment about elevating breakfast to an almost miraculous status, all because of a margarine substitute. Through these lines, Martin invites listeners to recognize how language, especially in advertising, shapes perception, and he playfully undermines the gravity we sometimes grant to trivial experiences. It's a gentle, self-aware mockery of modern life's penchant for making mountains out of molehills, all while enjoying a piece of toast.