The ad, created by Mother, broke on Facebook before launching on TV during Celebrity Big Brother on Channel 5.
In the ad, the celebrity chef and his kitchen are transported to the ice caps of Alaska, where the fish from his range are caught. He is seen battling Arctic gusts, ?freezing temperatures and a polar bear while attempting to make fishcakes. He then falls into a hole in the Arctic water, before coming out of it frozen in a block of ice.
The ad was directed by Alex Boutell through Channel 4. Post-production was by The Moving Picture Company.