Supermodel Irina Shayk stars in a new campaign from denim brand Replay to launch its product range Hyperskin.

The idea of the spot, by 180 Amsterdam, is to promote the fact that these jeans are so stretchy you can work out in them. The creative does this by having the heads of other gym-goers literally explode (thankfully, into flower petals rather than anything more gross) as Shayk flexes her muscles in her new jeans. (You can imagine U.S. TV watchers doing the same when witnessing this past infomercial promoting a similar, albeit less chic stretch-denim product.) While there's something vaguely unsettling about Replay's exploding heads, it's certainly memorable. Directorial duo Tell No One helmed the ad, produced by Good Egg, London.