Video games are big business, and the racing simulator market is already crowded with titles like Forza Motorsport (for the Xbox 360) and Gran Turismo (for Playstation). The Need For Speed series has always done well, too, but it doesn’t have the rabid fan following of Forza or Gran Turismo.

The latest installment, Need For Speed: The Run, is set to be released on November 15. If you’re Electronic Arts, the studio behind the game, you want to build up as much buzz as possible before the game even hits retailers.

One way of doing so is to hire a director known for blockbuster Hollywood thrillers to create a trailer for the new game. Enter Michael Bay, the talent behind such action thrillers as the “Transformers” series, “Armageddon” and “The Rock.”

The video below takes you behind the scenes in the making of Bay’s trailer for Need For Speed: The Run. Since The Run is the most cinematic release in the series yet, Bay’s in-your-face style works well to promote the game, which blends the action of a first-person-shooter with the thrill of a racing simulator.

Is it any good? Will it challenge Forza Motorsport 4 for holiday sales? We’ll let you know as soon as we spend some time behind the (virtual) wheel.