Thumbs down for Ramsay Cass commercial

Gordon Ramsay’s Cass commercials have drawn a massive criticism, saying the British celebrity chef’s contract with South Korean major brewery OB for the unpopular lager betrayed his conventional evaluation of culinary dishes that are frequently laden with coarse languages.

By Ko Dong-hwan

After his back-to-back efforts to endorse South Korean beer Cass, all Gordon Ramsay has earned from the public is sour remarks.

The cynicism of people of diverse backgrounds to the Scottish-born British star chef arose in an online poll conducted Mar. 6-7 by The Korea Times. The 24-hour poll, comprising questions in English to target non-Koreans, was planned shortly after Ramsay shot his second commercial for the lager. OB’s flagship product, also the top-seller in South Korea, has often been referred to as the “butt of a joke” by drinkers for its alleged poor quality.

Among 340 respondents, 79 percent said “No” when asked whether they trust Ramsay’s take on Cass.

Their argument was simple: it is clearly far-fetched that an acclaimed restaurateur famous for his fiery reality TV shows and unashamedly embarrassing incompetent chefs with expletives had suddenly endorsed an unpopular South Korean lager.

“Ramsay is a sellout,” claimed one netizen. Another, who dubbed him a “disgrace,” said “after seeing his shows and putting down other restaurants for their taste, he is trying to support a beer that is not properly brewed.”

The attack continued, with one saying: “It was laughable that a man who has made a career out of criticizing people's food is promoting such a vile beer.”

Ramsay’s blunt character was well portrayed in his British and American reality TV shows like “Hell’s Kitchen” and “Kitchen Nightmares.”

He was ranked the 21st highest-earning celebrity, according to Forbes magazine, in 2015, and his restaurants have been awarded 16 Michelin stars.

Respondents said the star, with all his authority and money, hardly endorsed the lager out of sincerity.

“Ramsay said what he said because he was paid big money and, of course, didn't want to upset Koreans,” one netizen said. “I refuse to believe a high-rated chef like him endorsing a beer like Cass. It's like him endorsing McDonald's.”

Ramsay signed his second contract with OB for Cass commercials in early March. He signed the first in November, when he paid a high-profile visit to Seoul and made various TV appearances. / A scene from Ramsay’s first Cass commercial

Ramsay’s first commercial for Cass, aired last November, carried a hook that the lager, known for being too bland, tasted good with pungent Korean dishes rather than by itself. The message allegedly derives from the star’s own experience.

An OB official told The Korea Times that the Brit said he liked Cass because, when he first tasted it, it reminded him of the beers he had enjoyed in restaurants in Korean towns in the United States.

But Ramsay’s take attracted criticism from people who disagreed with him.

“He is clearly bought,” said a netizen, who hasn’t enjoyed any of the Korean beers and mocked them for tasting like “musty water.” “I understand his justification that when you eat salty foods a nice crisp beer can clear your palate. Cass is NOT one of those nice crisp beers.”

Ramsay’s latest Cass commercial portrays him in the unusual role of a social adviser. OB said it had used Ramsay again because of the sensation he had stirred in the first commercial and it wanted to keep that momentum going.

But poll respondents were adamant in disapproving the business tie.

“Ramsay talks about authenticity and integrity,” one netizen said. “For him to sell himself out trying to support a Korean beer not worth supporting shows that he is trying VERY hard.”