The Rock Calls The Baywatch Squad The Avengers Of The Beach

Dwayne "The Rock" Johnson certainly has some P.T. Barnum in him.

The Rock, a master of advertising and promotion, has been doing a good job of billing Baywatch as something more than just a feature film reboot of a classic television series. It'll still have beautiful lifeguards running around in skimpy swimwear; however, the melodrama in the '90s TV show has been jettisoned and replaced with raunchy humor.

"King of the beach. (while secretly my mind says "I'd reaaaally love tequila and a fruity snack"). Wrapped a bad ass shoot w/ Brian Bowen Smith for our massive outdoor campaign for Baywatch," Johnson wrote. "This look will be plastered all over the world on giant billboards, posters, sides of skyscrapers, cruise ships, jumbo jets, women's locker rooms and Vin Diesel's garage.

"We're puttin' together a truly one of kind, never seen before in the history of Hollywood campaign I think you guys'll really dig and have fun with. We're a bad ass Rated R squad and officially considered the 'Avengers of the beach'.. minus all the cool flying around, with a strong touch of family dysfunction."

Seth Gordon (Horrible Bosses) is directing Baywatch, based on a script by Damian Shannon and Mark Swift. The film also stars Jon Bass, Alexandra Daddario, Kelly Rohrbach, Ilfenesh Hadera, and Zac Efron. Star of the iconic TV series, Pamela Anderson and David Hasselhoff, will both make cameos.

Baywatch will arrive in theaters on May 19, 2017.