Jill and Kevin’s divorce

Jill and Kevin's Unexpected Divorce Entrance has already been viewed by
more than 1 million people, which is some vindication for its creator,
Max Rosen, from New York video production company Indigo Productions.

Rosen, who has no affiliation with Heinz and Peterson, believes he has hit on a formula for creating viral video hits.

He
created the divorce clip after clients began asking him about the
possibility of making viral videos that advertise their products and
services.

The divorce clip was funded by Ricoh but
the brand does not feature anywhere in the clip. Rosen said it was all
an experiment, sparked by an idea by one of his writers and the
reaction of students in his viral video production class at New York
University.

"I thought this was hilarious, so I told
the class, and the students started laughing so hard that they nearly
fell off their chairs – then and there I knew it would be a hit, if we
executed it properly," Rosen said.

He said it took
exactly 48 hours between the time they decided to make the divorce
video and the time the cameras started rolling on July 29.

While
the original wedding entrance video had a homegrown, amateur charm, the
divorce dancers were "all top Broadway dancers and acrobatic tumblers",
Rosen said.

"We spent 48 hours frantically casting,
scouting locations, filling out paperwork and insurance certificates,
preparing costumes, rehearsing the choreography and doing 100 other
things needed to make the parody successful," he said.

The
divorce clip choreography is virtually identical to the original, and
Brown's Forever makes another appearance as the theme song, but the
setting is the New York Supreme Court.

In an
apparent rejection of Brown riding their coat tails and earning money
from their viral clip despite being due for sentencing this week for
assaulting his former girlfriend Rihanna, Jill and Kevin are now asking
people through their website to donate to anti-domestic violence group
the Sheila Wellstone Institute.