Gordon Ramsay finally chills out, thanks to a farming video game
Uncommon Stockholm’s campaign for mobile game ‘Hay Day’ sees the famously irascible chef finding tranquility
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Farming video games are known for their slow pace, which players tend to find either maddening or calming. For celebrity chef and anger aficionado Gordon Ramsay, it appears to be the latter, according to new ads for Supercell’s “Hay Day” mobile game.
The campaign, from Uncommon Creative Studio Stockholm, began with a mostly unbranded TikTok on Ramsey’s personal page, in which he apologized to everyone he’s ever insulted—in particular, those he’s referred to as “donkeys,” which he now says are “such beautiful animals.” (On-screen copy at the very end says the apology was “brought to you by Hay Day.”)
That was followed by the video above, in which he explains that “Hay Day” is the source of his newfound enlightenment and tranquility.
Nat Prisco directed the campaign out of Art & Sciences.
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In addition to the videos, game maker Supercell is bringing Ramsey into the “Hay Day” game itself. From Jan. 15-24, he’ll be an in-game character, taking over for existing character “Greg” in assisting players in looking after their farms, with new features and events also taking place.
“We’ve always known that ‘Hay Day’ is a place of relaxation and calm, even for one of the most fiery individuals in entertainment,” said Maya Hofree, general manager of the game. “We can’t wait for players to meet virtual Gordon Ramsay in our game and have fun building up their own farming utopia.”
“I’m known for many things, but being zen is not one of them,” said Ramsay. “What people don’t know is thanks to ‘Hay Day’ I’ve found a new sense of calm from harvesting crops and feeding livestock. ... ‘Hay Day’ shows that anyone, no matter who they are, can find a bit of harmony in the chaos”
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Credits
- Date
- Jan 16, 2025
- Client :
- Supercell
- Client :
- Hay Day
- Agency :
- Uncommon Creative Studio Stockholm
- Creative Producer :
- Ashley St Germain
- Marketing Strategist :
- Gabriel Caramelo Eccher
- Hero Casting :
- Talent Republic
- CEO & Founder :
- Anne Batz
- Managing Partner :
- Charlie Powell
- Production Lead :
- Sophie Jacob
- GR Management :
- Rebecca Lewis
- CCA :
- Bradlee Banbury
- Production Company :
- Arts & Sciences
- Director :
- Natalie Prisco
- Managing Director & Partner :
- James Bland
- Executive Producer :
- Elise Jeanrenaud
- Producer :
- Tex Travi
- Production Manager :
- Esther Rich
- Director of Photography :
- Sebastian Pfaffenbichler
- Sound Recordist :
- Howie Nicol
- Prop Master :
- Chris Brett
- Art Director :
- Kate McConnell
- Production Designer :
- Dan Betteridge
- Costume Stylist :
- Maureen Vivian
- Post Production :
- ELMNTL
- Post Producer :
- Belle McLeary
- Executive Producer :
- Greg White
- Grade :
- Henry Howard
- Flame Lead :
- Martin Waller
- Flame Lead :
- Antonio Jimenez
Need a credit fix? Contact the Creativity Editors
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