BT Business 'gremlins' by RKCR/Y&R

BT has replaced celebrity chef Gordon Ramsay with 'Dragons' Den' business tycoon Peter Jones as the face of its BT Business TV advertising.

The first ad starring Jones stars the mischievous creatures from the 1984 hit movie 'Gremlins', which later spawned a sequel in 1990.

The new multimillion-pound advertising campaign uses a humorous approach to show how small businesses can solve IT problems.

BT Business, part of BT's Retail division, was set up to provide a range of services to the UK's 4.3m small and medium sized businesses, with fixed-line, mobile and broadband telecoms and IT solutions and services.

It has revenues of £2.2bn and constitutes 12% of BT Group's revenue.