We open on a dark scene with a light that slowly grows brighter as a voiceover explains the three fundamental laws of the universe: you can’t live forever, you can’t go faster than the speed of light, and you can’t work out in jeans. As we hear the final one, we see Irina Shayk walk through a studio in Replay Hyperskin jeans as Ave Maria begins to play. People working out catch sight of Irina lunging and flexing in Hyperskin jeans, and their heads beautifully explode in puffs of petals, glitter and colour. A passer-by outside notices colourful explosions coming from within and hurries on. These explosions continue as Irina strikes different poses in the jeans. Finally, there is no one left standing and Irina looks around before tiptoeing away over the fallen confetti. The voiceover says ‘introducing a fundamental change to the universe, jeans you can work out in’.