EA announces that Hollywood director Michael Bay is creating a TV Commercial for EA's Need for Speed The Run. Rather than expecting viewers to skip this commercial with their DVRs, word is they are counting on activity on the game's Facebook page to unlock this promotion created by the original 'splosion man:

Starting today, fans of the Need for Speed Facebook page will work together to unlock the trailer which features Need for Speed The Run game footage to showcase a heart-pounding, adrenaline-fueled race that perfectly reflects the game’s action-packed sequences. Bay is the world-renowned director of some of the biggest, most visually spectacular action films of all time, including Transformers, Pearl Harbor and The Rock.

To create this unique promotional spot, Bay spent time playing the game and spoke with the creative production team to get a feel for Need for Speed The Run and the franchise itself, which is known for bringing exhilarating racing action to the forefront of real-life car culture. In the trailer, Bay brings his vision and signature high-octane Hollywood style to The Run, adding his explosive touch to the blockbuster action already in the game.