'Rush Hour' Director Launches Brand Consultancy, Uses Idol Finalists as Guinea Pigs

Brett Ratner, the director who gave us X-Men: The Last Stand and the Rush Hour trilogy, has launched Brett Ratner Brands.

Less an agency than a "consultancy," Ratner wants to marry brands to entertainment and pop culture.

His first such effort was for Guitar Hero. During the American Idol finale this week, two ads appeared -- one with Idol finalist David Cook in briefs, lip-synching to Old Time Rock 'N Roll, the other with David Archuleta in boxers, following suit, Risky Business-style.

Ratner said he wanted to make ads "that everybody wants to be in," like the "Got Milk," HP's "Hands" or iTunes' "Celebrity Playlist" campaigns.