Maggie Gyllenhaal will kick-start the "AP Effect" for 2007 as Agent Provocateur unveils her as the first of its four new temptresses: Miss AP.

The campaign takes the format of a four-episode collection of "sexy adventure booklets", The Adventures of Miss AP.

The first titled Lessons in Lingerie stars Gyllenhaal as a mysterious muse of seduction who trains wannabe starlets Mindy and Tallulah at her exotic "academy for starlets".

The stars set to feature in the following three "episodes" ...