The shocking ads trend seems to be on the rise now. Following Nivea with its latest “terrorist” prank in the airport and Heineken with its “worst job interview,” Carlsberg has put some people to a tough, stressful test, too. The beer brand asked a group of young men to call their best friends in the middle of the night, between 1:00 and 5:00 AM, asking them to get out of bed and bring 300 euros to pay a card debt. Of course, only faithful friends could do such a favor.

The friends, who agreed to get their mate out of a trouble, arrived in a very gloomy Asian club, which didn’t seem to be a centre of something good with all the fights, fire, screams and shade characters. As the friends were making their way through the building to the poker room, the stress was escalating. In the final scene, they put the money on the table and… the curtain behind the poker players fell, revealing a Carlsberg partying space. The friends-rescuers received their green bottle of Carlsberg and loud applause as a reward for all the stress.

Facebook users can test their friends, too. Using a specially designed app, the Carlsberg fans can post a message that says they are in a trouble and need some help. The app tracks the number of faithful friends who have responded to the call. It’s not the first time Carlsberg tests if its consumers have hearts of courage. Back in 2011, the brand arranged an experiment, which involved some “innocent couples” and about 150 gritty bikers sitting in the same cinema room.