In the spot, which was created by Mother and is running across Europe, Bauer shows his softer side by making cupcakes. He uses his laptop to search for the perfect recipe, ruthlessly interrogates people about ingredients and blows up his own car to make the logo for his cupcake brand.
The ad breaks this week in the UK, Germany, France and Russia as a 90-second film for cinema and the web, a 20-second TV trailer and a series of print executions. It was directed by Ivan Zacharias through Stink. Post-production was by The Mill. The director of photography was John Lynch.