The campaign is based on the insight that smaller businesses want to focus on their core business and the things they love about what they do, rather than get distracted by their IT. This is expressed by the campaign idea that BT are here to help you, the customer, "do what you do best". In this ad, we see the hilarious and chaotic results of what happens when Ramsay becomes distracted by IT. Instead of concentrating on what he does best --- running his kitchen -- he's sorting out his IT, at the expense of his business. For example, we see Gordon disrupting his serene, beautiful dining room by drilling in a router in the middle of full dinner service, and him attempting to install a new PC while his unsupervised kitchen descends into flame-filled anarchy and chaos behind him.