09/16/2013 11:01 am ET

Agent Provocateur Ad Gets John Cameron Mitchell's Touch (VIDEO)

A forbidden pastry and a spark between models spice up Agent Provocateur's new ad.

Lingerie commercials often strive to be sexy, but the British brand has a way of adding intrigue to its half-naked scenarios. Anyone remember the threesome spot for Valentine's Day in 2012?

The latest one, directed by John Cameron Mitchell ("Hedwig And The Angry Inch," "Rabbit Hole") features a mean designer ratcheting up tension before a big show. After an accident involving a pastry, catwalk lovelies revolt by stripping off their clothes. But not entirely.

There's pricy underwear to sell, remember?

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