Simon Cowell spent a massive $2.85 million (£1.9 million) to promote the U.S. launch of his show The X Factor with a TV commercial during the Super Bowl - but he starred in it solo because his judging panel is not finalised.
The music mogul was seen being digitally re-assembled from shattered fragments during the 30-second advertisement on Sunday (06Feb10), before facing the camera in front of the words: "He's back."
The expensive TV slot was to promote the upcoming debut of The X Factor in the U.S. this autumn (11) - but Cowell had to appear in the ad on his own because he has still not decided on his fellow judges for the show, according to Britain's The Sun.
Cowell is believed to have paid $2.85 million for the primetime slot - and more than 100 million viewers tuned in.
British singer Cheryl Cole, Katy Perry, Will Smith, and Jessica Simpson have all been linked to judging roles on the show, but Cowell has not confirmed the names of his fellow panel members.