Sometimes viral marketing is painfully obnoxious, and other times it's just good fun. This fits into the latter category, if for no other reason than Paul Rudd could sit quietly on the floor eating a bowl of dust and find a way to make it charming.
We're excited for the release of "Our Idiot Brother" in part because Rudd is finally getting to take over one of those loose-cannon roles that Seth Rogan and Jason Segal so often get to play (occasionally with Rudd as their straight-laced foil). Since the entire movie hinges on him, Rudd is taking an interest in how it's marketed, so naturally, he took a moment to meet with Harvey Weinstein to pitch him some unorthodox ideas.
We think they should move forward with the one where Paul hides in your trunk and jumps out.