Transformers director Michael Bay has been trending on Twitter for hours.
He got completely flustered at a presentation about a new Samsung curved television on Monday at the Consumer Electronics Show convention in Las Vegas. And now he's saying his excitement got the best of him.
Some are describing the moment as "bizarre." Others are calling it a "freeze up" or a "meltdown."
What happened: During a live Q&A session with a Samsung executive, Bay walked jauntily onstage. All seemed fine, until the teleprompter went wrong.
"My job, as a director, is I get to dream for a living," Bay began, describing Hollywood as a place that "creates a viewer escape."
He continued: "And what I try to do is I ... uhhh, the type is all off - sorry, but I'll just wing this."
But he couldn't manage to wing it.
With prompting from Samsung Executive Vice President Joe Stinziano, Bay said: "I try to take people on an emotional ride and ..."
After the exec asks Bay how the curved screens will impact viewers watching his movies, Bay just can't come up with the words and excuses himself.
Soon after, Bay posted a note about it all, writing: "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."