Beck's beer wanted to see how far guys were willing to go for a taste of its products, so it set up this experimental challenge. Upon entering a small boutique with a girlfriend, the guys were asked to keep their girlfriends in the store for a full hour in order to win a truck full of beer from Beck's. As much as most women love to shop, it's evident that many of them grew tired after being asked to try on numerous articles of clothing by their ultra enthusiastic partners.
Rather than pushing its consumers to the limit with an adventurous activity, this takes a completely different approach to asking consumers how far they are willing to go for a particular brand of products. Since patience can often require more strength than fighting your fears, this is a comical stunt to test endurance.