Michael Bay has staged a walkout during an electronics show presentation because the teleprompter broke, meaning he couldn't read his lines.
The Transformers director has since spoken of his embarrassment at abandoning the promotional appearance for a new curved TV at the Consumer Electronics Show in Las Vegas.
Michael got up on stage with Samsung Electronics America executive vice president Joe Stinziano to discuss the TV, but when he and the autocue got out of sync with each other he was unable to improvise and instead ran away.
While on stage, he said: "How is everyone today? My job as a director is I get to dream for a living.
"I create visual worlds that are so beyond everyone's normal life experiences and Hollywood is a place that creates a viewer escape.
"What I try to do as a director is, uh, the type is all off. I'll wing it."
Michael paused and then tried to continue: "I try to take people on an emotional ride," but when Joe began talking about the product, he said: " Excuse me I'm sorry. I'm sorry," and walked off stage.
On his blog, Michael admitted: "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.
"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."