Blazingly fast cars! Explosions that register on the Richter scale! Incredibly attractive people of both genders! No, it’s not the new Michael Bay film or the latest game in Electronic Arts’ Need for Speed franchise – it’s both. In a logical creative partnership, Bay has directed a spectacular commercial for EA’s Nov. 15 U.S. release of Need for Speed: The Run.

In an additional promotional twist, fans of the game have to unlock the trailer by collaboratively earning the required points via Facebook “liking” and link sharing.

Bay, best known for directing movies including Transformers, Pearl Harbor and The Rock, spent time hands-on with the game and talking with the game’s creative production team to ensure authenticity.

“Working with Michael and his company, The Institute, was such an honor,” said Jason DeLong, executive producer, Need for Speed: The Run. “He’s known for delivering exhilarating, over-the-top, action – exactly what players are looking forward to experiencing in Need for Speed: The Run. We knew from the moment we met with Michael that he was the perfect person to bring our game to life for gamers seeking non-stop action.”

The Institute was founded by Bay and Scott Gardenhour in 2001 to develop engaging and entertaining content for film, television, commercials, apps, games, online and anywhere else.

Developed by Black Box, a studio of Electronic Arts, and using the Frostbite 2 game engine, Need for Speed: The Run features Christina Hendricks (Mad Men), Sean Faris Never Back Down), 2011 Sports Illustrated swimsuit cover model Irina Shayk and Sports Illustrated swimsuit model Chrissy Teigen as characters in “an intense race-for-your-life story taking players on a cross-country race from San Francisco to New York.”

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