What’s a butt worth? Kevin James and Adam Sandler’s gay-but-not-really comedy I Now Pronounce You Chuck & Larry, releasing July 20, has the two single firefighter pals posing as a homosexual couple in order to secure health and pension benefits for James’ kids. Of course, we all knew there had to be some va-voomish feminine temptation to give the movie some hetero sizzle and counterbalance all the willfully uncomfortable, nudge-nudge laughs. That’s where Jessica Biel comes in, naturally. Base level prurience aside though (honestly), I’m intrigued by how… umm, assertively Universal is doing that.

I generally expected a few low-cut dress cleavage shots in the movie’s trailer, but the above screen caps — from the obligatory scene where Sandler’s character must control his libido and surging crush while Biel’s character changes clothes in front of him — are in heavy rotation in the Chuck & Larry TV ads, and not just in the evenings, either. I don’t know for sure that they’re making the rounds on the broadcast networks, though; the summer slate has sent me scurrying back to the comforts of cable.

If an Adam Sandler summer comedy ever needed any help — with his track record, it’s a minimum $40 million opening and a final haul anywhere between $135 and $170, guaranteed — Biel’s estimable back end could help squeeze a few more dollars out of teenage wallets. I just hope that when her character offers Sandler a squeeze of her boobs (part of the same scene, teased in the ads), she’s on to his ploy, and toying with him… mainly because I just don’t like to think about guys like Isaac Mizrahi getting over. Maybe my approach has been wrong all these years…