A payphone on the streets of New York rings, and a passer-by tentatively picks it up.
"Listen, I'm inviting you to come across the street," says the emotionless voice.
"That's terrifying," the pedestrian answers, unknowingly turning down an invitation to appear on-stage with a renowned US comedian, in a stunt for Heineken.
The beer brand has launched a teaser video featuring former Saturday Night Live regular and actor Fred Armisen as the caller.
The aptly named Ringing Payphone effort resulted in just a few people brave enough to not only stop and answer the phone, but to accept the invitation to "come across the street."
Those who did were invited to appear on-stage with Armisen at the Comedy Cellar club.
The stunt is a "social experiment" conducted by Heineken as part of its Cities of the World campaign. Its goal is to break people out of the conventions of normal behavior.
Agency: Wieden + Kennedy New York
This article first appeared on the website of Campaign.