Jones is the new face of BT Business

Peter Jones has become the new face of BT Business's multi-million pound TV ad campaign which kicks off next week, replacing Gordon Ramsay who has featured in its TV ads for the last year.

Jones, who is best known for his TV appearances in BBC2's Dragon's Den, will feature in the ads in a widespread promotion of BT's mobile, telephony, broadband and IT services to SMEs.

The new ad campaign continues with the theme of ‘catastrophe', with Jones starring alongside 80s silverscreen anti-heroes the Gremlins. The ad depicts Jones returning to his office to find that gremlins have attacked his IT equipment and caused his computer to malfunction. This is the prompt for viewers to think of BT Business when experiencing technical problems of their own.

The ads will run across all broadcast channels including ITV, C4 and all Sky channels, from 5 May until around 23 June.

Jones says, "As an entrepreneur working with many small businesses and start-ups, I know how catastrophic it can be when IT problems strike. It is vital for any company to have the necessary support around the clock, but especially for companies who don't have the benefit of IT departments and experts on-site all the time."

Bill Murphy, managing director of BT Business, says, "[Jones] embodies the entrepreneurial spirit which characterises many small businesses - they are the lifeblood of the UK economy."

Mick Hegarty, marketing director of BT Business, adds, "We launched the campaign with Gordon Ramsay a year ago, it has been extremely successfully and we've been pleased with the reaction to it. We're sure the new campaign will attract lots of attention and we believe it will be just as successful."

Click here for a behind the scenes look at the making of the TV ad.

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