He is best known for directing Hollywood blockbusters full of explosions, but less could be said for Michael Bay’s appearance at the Consumer Electronics Show in Las Vegas.
Scroll to see Bay walking off stage
The Transformers director walked off stage during a presentation for Samsung's new curved high definition TV sets, after the auto-cue broke and he felt uncomfortable with "winging it".
Bay was delivering the presentation as a brand ambassador for Samsung, and was due to show a clip from the new Transformers film.
But the action film director soon became flustered during a scripted conversation with the company's vice president Joe Stinziano.
After the auto-cue stopped working, Bay became anxious and started to circle the stage, saying:"The type is all off, sorry, but I'll just wing this."
Stinaziano tried to keep the presentation going, saying:"Tell us what you think, we'll just, we'll wing it right now."
Bay continued, before tailing off:"I try to keep people on an emotional ride and..."
Stinaziano then asked the Armageddon and Pearl Harbour director how he thought the new technology,"The Curve", would impact how viewers watched his movies, but it all proved too much for Bay.
"Excuse me, I'm sorry. I'm sorry," he said, before walking swiftly off stage.
He later wrote on his blog that he had "embarrassed himself" and that live shows weren't his "thing", but did not make a formal apology.
"Wow! I just embarrassed myself at CES - I was about to speak for Samsung for this awesome Curved 105-inch UHD TV. I rarely lend my name to any products, but this one is just stellar," he said.
"I got so excited to talk, that I skipped over the Exec VP's intro line and then the teleprompter got lost. Then the prompter went up and down - then I walked off. I guess live shows aren't my thing. But I'm doing a special curved screen experience with Samsung and Transformers 4 footage that will be travelling around the world."
Ten of the best Autocue disasters
Ten of the best Autocue disasters
1/7 Dominic Cooper and Rosamund Pike fluff the BAFTAs
Awards ceremonies seem cursed with autocue disasters. The BAFTA Awards in 2011 saw actors Dominic Cooper and Rosamund Pike flounder after the machine broke. Pike panicked and nearly read out the winner of Best Original Screenplay before she had announced the nominees. Ever the consummate professional, host Jonathan Ross dashed in to stop her, joking that it was 'the fastest (he had) moved for years'.
2/7 'The former home of the poet and author...Hilaire Bollock.'
BBC South presenter Sally Taylor gave poet Hilaire Belloc an X-rated surname in April 2009, when she described a building as 'the former home of the poet and author Hilaire Bollock'. Many would have crumbled, into fits of giggles or sheer mortification, but Taylor continued straight-faced with not so much as a pause.
3/7 'Sorry about that guys.'
Even the most powerful men in the world fall at the feet of the omnipotent teleprompter. Barack Obama is always accompanied by two devices but, in July 2009, one gadget tumbled over and smashed while he was giving a speech about the economy. 'Oh goodness! Sorry about that, guys,' he said before ad-libbing like a champ.
4/7 Bill Clinton shows everyone how it's done
Then there was Bill Clinton in 1993, who was plagued by an Autocue mare while speaking to Congress. Horror of horrors, his teleprompter had been plugged with someone else’s speech and it took a 'please ground swallow me up' seven minutes to rectify the error. Or at least, that’s how many would have described it. Not the US president, however, who plodded on from memory as if nothing had gone awry.
5/7 'You're watching ABC News. I'm Michael Roland.'
Like Taylor, Australian news presenter Virginia Trioli opted for the 'pretend nothing happened' method when, in 2010, she told ABC’s audience: 'Good morning. You’re watching ABC News 24. I’m Michael Roland.' Being able to announce one’s own name without technological help is sort of a prerequisite of any job, surely?
6/7 Brian Cowen copies Barack Obama's speech
Former Irish prime minister Brian Cowen read 20 seconds of an address that Barack Obama had given moments earlier on St Patrick’s Day in 2009. It took him a good few lines before the political leader realised that he had been accidentally copying his host’s words – ouch.
7/7 Gordon Brown's face mask
Former Labour Party leader Gordon Brown was launching his 2007 campaign when a damned Autocue screen went and obscured half his face during a speech. Apparently news crews had been given strict restrictions about where the cameras could be placed, meaning that Brown’s address was broadcast to audiences who could not see him.