Gordon Ramsay should do what he does best
Posted 30 April 2007 at 11:01AM by Simon Dickson in IT systems and support
You might have seen in the press last week that Gordon Ramsay was to be the face of the new BT Business advertising campaign. The ads will start to appear on your TV screens this Tuesday (see it now on the BT Business buzz website), and feature everyone's favourite foul-mouthed chef making a mess of his kitchen as he sets up his IT systems. (Incidentally, it is actually his own kitchen: the ad was filmed at Restaurant Gordon Ramsay in Chelsea, regularly rated the best in the country.)
My initial thought was that it was a brave choice to feature such a strong character; I suspect Gordon is one of those 'love him or hate him' kind of people. Personally, I think his 'tell it like it is' approach is fantastic, but I'm beginning to think he plays up to his own reputation. Watching his recent Kitchen Nightmares series, I'm sure he was consciously looking for opportunities to add extra obscenities. And is it really necessary for him to bare his chest in every episode?
Leaving the celebrity aside, Ramsay is a British business success story. He spent three years on the books of Glasgow Rangers, but left aged 18 to do an HND course in hotel management. He took charge of his first kitchen in 1993, winning two Michelin stars within three years; and published his first book in 1996. He opened his first fully-owned restaurant in 1998, aged 31, and now has interests in New York, Tokyo and Dubai, as well as a clutch of establishments dotted around south-west and central London. His TV interests now span the Atlantic, with a new US series of Kitchen Nightmares and a third US run of Hell's Kitchen due this year, and he was recently awarded an OBE. All in all, he's doing pretty well for himself.
The campaign slogan is a simple one: 'do what you do best'. BT Business marketing director Mick Hegarty says it's about celebrating British entrepreneurs, whilst 'showing that there is a viable alternative to people resolving technology issues themselves.' It's quite good fun watching a world-class chef doing some DIY, but the ad makes its point well. And not a single swear-word in sight. (Unless there's an 'after the watershed' version I haven't seen?)
Tags: bt business, gordon ramsay
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Comments
2. At April 30, 2007 3:30 PM, Stuart wrote:
I think it is appaling of BT to use such a foul-mouthed so called celebrity to front its advertisement campaigh. If I hadn't already renewd my annual contract with BT last week I would have cancelled in protest and gone elsewhere
3. At April 30, 2007 4:31 PM, Simon wrote:
Er... see what I mean about our Gordon being a polarising figure? I didn't mention it in the original piece, but I can highly recommend this interview on BT's small and medium business website, in which Ramsay talks a bit more about his experience as an entrepreneur. Some useful advice and insights which might persuade you of his business credentials.
http://sme.bt.com/interview_g_ramsay.html
4. At April 30, 2007 6:29 PM, kim wrote:
shame bt dont reduce our high isp charges a bit instead of giving the money to gordon ramsey. suprised bt want to be associated with such an image.
5. At May 1, 2007 2:31 PM, paul wrote:
High isp charges? Go elsewhere! i think that Bt has hit the Nail with G Ramsay the man is Genious, Top Marks BT.
6. At May 11, 2007 11:07 AM, Diane wrote:
Wwhy are people so sad, I think the ad is very funny, Gordon has made something of himself through sheer hard work, don't people realise that its all for the camera. there is a lot worse things in this world than a bit of swearing. Get a life and enjoy the ad for what it is.
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1. At April 30, 2007 11:19 AM, Kevin Donnelly wrote: