Gordon Ramsay may have a rep as a one of the biggest assholes in food (my 87-year-old grandmother from England recently told me, “I don’t like that man, he’s awful to his staff!”), but at least he manages to rein it in for the sake of the kids. In this spot for the Nickelodeon show Team Umizoomi, which is apparently three friends (one of whom is a robot) solving various math problems, Ramsay enlists help with the construction of a layered strawberry shortcake.

It’s actually a very clever ad, hitting that Pixar-style sweet spot of winking at the adult audience (there are hints of Ramsay’s tyrannical reputation, without him ever actually blowing up) while playing up the kid-friendly storyline. It also makes me think that there should be way more cooking shows with cartoons. If comics are infiltration the cookbook world, why not?

Gordon Ramsay in Nickelodeon Team Umizoomi Spot from Jessica Wilson on Vimeo.

[via Eater]