Michael Bay, the typically over the top director whose filmic style is probably best described as oversexed soap-operatic with explosions has taken it to a new level of cheese with his new Victoria's Secret commercial, tongue and cheekily (we hope) referencing the teasing movie trailers he's so adept at creating.
Whatever the direction of his oeuvre, Bay has stated proudly in the past that he makes movies for 15-year-old boys. So this effort filed with scantily-clad vixens, jerky camera movements and a few gratuitous pyrotechnical displays should certainly impress the fan-base.
How things have changed in the world of underwear advertising (speaking of which, cricketer Mitchell Johnson has been signed up by Jockey to be Australia's grut-wearing version of Dan Carter).
While the industry focus is often placed on flashy bits happening on the surface, Contact Energy chief customer officer Vena Crawley says it's often the hard graft beneath the surface that makes the difference.