Gordon Ramsay is to star in a new advertising campaign for BT aimed at the small-business market.

The star of The F Word and Hell's Kitchen has been signed to star in the multi-million pound TV campaign, which will be based around the theme of businesses sticking to what they do best.

The commercials, which will start to be shown this week, will feature Ramsay having a nightmare with computers and will include a scene in which he struggles to set up a computer while his kitchen catches fire in the back.

It marks the first time BT has specifically targeted the small business sector and the company plans to launch a social networking site called Tradespace.

Last year Ramsay was signed up as the face of UK off-licence chain Threshers.

The Wines You Can Swear By campaign is designed to position Threshers stores as highly knowledgeable and credible, yet unpretentious, about wine, and will continue to run into the middle of this year.

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By Kerstin Kühn

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