You have to give the folks from Knocked Up credit for this one; it's truly one of the funniest (and smartest) pieces of viral marketing I have ever seen. You might remember back in March when a certain video featuring director David O. Russell going ballistic on Lily Tomlin while trying to direct a scene in I Heart Huckabees surfaced online. In said video (which was actually two different scenes), Russell could be seen screaming at Tomlin while trashing the set. In the other clip, it appears the roles are reversed -- this time Tomlin loses her cool and goes off on Russell while the cast is attempting to shoot a car scene. If you haven't yet had a chance to watch it, go do so now (if you can find it; seems it has since been removed from YouTube) -- it will make this video that much funnier.
If you've watched any of the trailers for Knocked Up, you'll know that one of them features Seth Rogan and Katherine Heigl sitting down for dinner at a restaurant. Apparently, this is their second date and she decides to tell him that she's pregnant with his child. Well, this new video would like you to believe that, originally, Arrested Development'sMichael Cera was tapped to play the Rogan character, but was fired after losing his cool with director Judd Apatow. So, what we see is Cera trying to get through his lines only to be interrupted by Apatow time and time again ("Can you give us a little more energy"). Eventually, both Cera and Apatow lose it; the former tries to rope Heigl into the madness (who just sits there, trying to keep out of it), while the latter screams at Cera, tells him to direct the scene and storms off set cursing and knocking over water glasses. Of course they want you to think this really happened, but it's obviously a piece of viral marketing for the film -- and an extremely smart piece if I may say so myself (because not only does it promote Knocked Up, but Cera stars in the Apatow-produced Superbad later this summer, so it helps circulate his name as well). Check out the video here and let us know what you think. Knocked Up arrives in theaters on June 1.