During the Super Bowl on Sunday, actor Kevin James was spotted sitting alone with a bouquet of white flowers, looking noticeably downcast. The image quickly sparked speculation online, with many people assuming his date had stood him up at the biggest game of the year. Sympathy poured in as fans imagined the awkward, lonely scene.

It was later revealed that the moment was actually a skit, with James in character as Matt Taylor from his upcoming film Solo Mio. The romantic comedy follows a man who goes on his planned honeymoon after being left at the altar, unexpectedly opening the door to finding love again. See the trailer below.

The stunt turned out to be a clever piece of guerrilla marketing, generating massive attention during the Super Bowl without paying the millions of dollars typically required for ad space.