Short answer, nothing. Yes, this Agent Provocateur is a bit full of itself, but it's also full of super hot ladies in little bits of lingerie, including the desperately sextastic Irina Shayk, who seduces a man like no other can. The entire long form commercial is written and directed by Penelope Cruz, who sadly decided not to also be the star (even after babies we'd lust to see Penelope back in lingerie) but choosing Irina Shayk and forty other super fine women surely makes up for it.
Even Penelope's husband makes a surprise appearance in the video, though by the time you get to Javier Bardem, all the good stuff is kind of over. A must see. Enjoy.