At the Consumer Electronics Show in Las Vegas last night, Samsung debuted a glitzy 105-inch ultra-high definition TV. It seemed to make perfect sense for the tech giant to tap the visual sensibilities of action director Michael Bay to help sell the thing.

The presentation did not go as planned.

"My job as a director is that I get to dream for a living," said the Transformers director shortly after taking the stage. Apparently, though, Bay had mangled the script, throwing whoever was manning the teleprompter off.

A flustered Bay promised to "wing it," only to dash off the stage after a few painfully awkward seconds of silence.

"Wow! I just embarrassed myself at CES," Bay wrote later on his blog. "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."

To be fair, dialogue was never one of Mr. Bay's strong suits.