Technology brand Acer has kicked off an action-packed spot starring Keifer Sutherland as 24's Jack Bauer, revealing his "hidden passion" for baking hard-core cupcakes.
The new ad, promoting its Aspire 35 Ultrabook, is the first in the brand's new international series showing how celebrities use the laptop to fulfil their secret indulgences.
The 90-second spot explains how Bauer's fictional cupcake brand, 'Dynamite Cupcakes', revealed at the end, is formed.
Shot in rapid-fire sequence, it shows Bauer racing a van, blowing up a truck, storming a supermarket and interrogating an innocent shopper in the pursuit of baking ingredients.
Once armed, he performs an all-out kitchen assault, using drills, a flame gun and industrial ovens to bake the cupcakes. It's accompanied by a rock tune, and ends with shots of his black 'Dynamite Cupcakes' branded truck racing through the streets.
'Bake It' was created Mother London and debuted last week in America, UK, France, Germany and Russia, running across online and cinema.
Just last month, Sutherland fronted an ad for mens' grooming brand Axe, reflecting on his teenage yearnings for ex-classmate Susan Glenn, "who embodied every desirable quality" he had ever wanted.
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