Guests Were Enjoying a Serene Beach Wedding, Then Suddenly a Giant Skims Ad Floated Behind the Altar

A clip from a beach wedding has gone viral for an unexpected distraction.

Niamh Kelly, 29, tells PEOPLE that she was sunbathing at Miami Beach in Florida earlier this month with a wedding ceremony taking place just steps away from her. Kelly whipped out her phone to record the nuptials after she noticed that the couple exchanging vows momentarily didn't have a scenic ocean backdrop but rather a SKIMS digital billboard floating behind them.

"The devil works hard but Kris Jenner works harder," Kelly wrote in the caption, tagging the business mogul and matriarch of the Kardashian-Jenner clan.

While couples who choose to say "I do" on a public beach likely anticipate things like curious onlookers and unpredictable weather, they probably didn't envision their wedding to double as promotion for Kim Kardashian's underwear, clothing and shapewear brand's winter holiday sale.

Since Kelly posted her video on TikTok on Monday, Nov. 17, the 11-second clip has amassed more than 2.2 million views and 390,000 likes, with hundreds of commenters blaming the Kardashians for inadvertently sabotaging a bride and groom's big day at the beach.

"There’s people that are getting married, Kim," reads the top comment, which is a play on Kourtney Kardashian telling her younger sister, "Kim, there's people that are dying," when she had a meltdown over a lost diamond earring in the ocean.

"This is so dystopian," one person wrote, with another individual adding, "This would be my last straw."

Someone else said, "Ads in the Ocean … what has this world come to."

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Several commenters called floating billboards "f----- up," arguing that people don't go to the beach to see advertisements. Many Floridians agree, calling the boat billboards visual pollution.

More than eight years ago, efforts to ban floating billboards in Miami Beach failed.

“It’s becoming more and more of a nuisance,” Miami Beach Commissioner Kristen Rosen Gonzalez told the Miami New Times in February 2017. “And now there’s one guy who has a business model – can you imagine if we’ve got 10 boats out there with floating billboards? It’s frightening.”