Brett Ratner

Brett Ratner, the director of X-Men: The Last Stand and the Rush Hour trilogy, has launched Brett Ratner Brands, reports Advertising Age (via Adrants).

Less an agency than a "consultancy," Ratner aspires to wed brand messages to pop culture.

During the American Idol finale this week, he debuted two ads for Guitar Hero, his first client. One featured Idol finalist David Cook, lip-synching to Old Time Rock 'N Roll; in the other, finalist David Archuleta, followed suit. Both were clad in button-down shirts and underpants, like Tom Cruise in Risky Business.

Ratner said his goal is to create advertisements "everybody wants to be in." His models include "Got Milk," HP's "Hands" and iTunes' "Celebrity Playlist."