Gordon Ramsay is not known to be a chilled-out zen guy. He is known for (and has made his fame with) a ferocious temper, and his impatience reaches interstellar heights.

So Ramsay in a peaceful, farm setting explaining that he has found his calm is striking. How did he did he do it? Well, the farm setting for the commercial by Uncommon Creative Studio Stockhom is a clue, but it’s also a red herring. Ramsay can be an angry sh** on his own farm. But he has discovered Supercell’s farming mobile game, Hay Day.

The campaign began with an almost unbranded TikTok on Ramsay’s own page, where he apologises to everyone he has maligned – including donkeys.

@gordonramsayofficial Dear donkeys, I owe you an apology. #HayDay #UnleashHarmony #ad ♬ original sound – Gordon Ramsay

The TikTok was followed by this explainer, directed by Nat Prisco with production company, Art & Sciences:

The campaign has also used Ramsay’s popularity within the game, Hay Day, itself. He is an in-game character from January From 15 to 24, taking over for existing character, Greg, assisting players in looking after their farms, with new features and events also taking place.