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Key Takeaways
- Gordon Ramsay goes undercover in a bold new promo for his new culinary show "Secret Service."
- FOX Entertainment and Versus channel spy-movie flair for the high-stakes campaign.
- The new show officially premieres on Fox this coming May 21.
Gordon Ramsay’s newest mission is his most dramatic yet — infiltrating America’s filthiest kitchens.
To launch the celebrity chef's new show "Secret Service," FOX Entertainment partnered with Versus to create an action-packed campaign where Ramsay goes rogue to rescue failing restaurants.
The concept flips the Michelin-starred chef's usual approach on its head, placing him in a world of espionage and covert surveillance.
Versus was tapped to bring this vision to life, pulling references from classic spy films to reimagine Ramsay as a culinary secret agent.
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Notably, the teaser video was shot in a studio located in Washington, D.C. in just two days.
“No two shoots are the same, but this one was special,” said Tony Kadillak, executive director at Versus.
"Not only did we have talent in Gordon who was truly invested in capturing the best performance (and endured our 'extras' for multiple takes), we also had a fun and inspired concept from our partners at Fox that we had an opportunity to bring to life."
Production companies like Versus continue to show that storytelling is still king, and that production quality shouldn't be sacrificed even for promotional materials.
Inside the Mission
The spot opens with Ramsay inside a high-tech surveillance hub, surrounded by glowing monitors and a whistleblowing insider feeding him intel.
"Our restaurant's in trouble. Send help," a woman tells him over a phone call.
From here, his mission was to infiltrate and save unsuspecting restaurants plagued with health violations.
The chef then rappels from the ceiling vent Mission: Impossible-style, landing in an empty kitchen.
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He scans the space using a heads-up display that highlights rats, roaches, and cross-contamination in real-time.
"This kitchen is a ticking time bomb," he says.
After inspecting the kitchen, Gordon knew what he had to do on his next visit.
He leaves the premises just before the unsuspecting restaurant owner arrives, then walks into the pouring rain alongside his loyal bulldog, bringing the spot to a close.
This "Secret Service" spot shows Ramsay isn’t just selling entertainment — he’s selling a brand. After teaming up with Pete Davidson in HexClad’s Super Bowl ad and reinventing his persona in Supercell's Hay Day Campaign, this campaign is just another example of how he’s all-in on high-concept, cross-platform storytelling.
Gordon Ramsay's "Secret Service" hits FOX on May 21, and HULU the following day. Details about the total number of episodes have not been disclosed yet.
Want to explore options for creating video-led campaigns? Check out our list:
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