North Face’s In-Store Advert Is Hands-Down The Best Idea Ever [Video]

Some advertising ideas are pure genius, but winter apparel company North Face’s new in-store promotion is something not even an evil mastermind could think of.

In a somewhat involuntary attempt to get people to actually “experience” the brand, North Face opened a pop-up store which welcomed in clients. Then, in a sick, but awesome twist of fate, the floor begins to retract into the wall, forcing people to tackle a climbing wall.

But it’s not all bad, as there’s an awesome prize at the end… if the participants are brave enough.

Check it out below: