French manufacturer Renault's UK branch has set up a challenge that could see thousands of people stripping off their clothes in the hope of winning a brand new car.
The challenge involves punters stripping down to one layer of clothing in just 12 seconds, which is the same amount of time it takes Renault's new mini roadster, the Wind, to drop its top.
The 'race the roof' contest is being run online and in shopping malls around Britain, with hopefuls challenged to rip away multiple layers of clothing in just 12 seconds.
According to Renault UK's press release, contestants are free to interpret the challenge of "stripping down from winter clothing to summer attire" however they wish.
Renault UK marketing director Phil York says the competition is meant to show the fun side of the French manufacturer.
"We don't care if you're wearing granny knickers, a tatty old pair of Calvins, or even if your underwear isn't whiter than white, so long as the video is fun and tasteful," the Sydney Morning Herald quoted York as saying.
Entries that stand out from the crowd are likely to be more successful — be they outlandish, featuring unusual clothes (or a lack of them), showcasing interesting people, or, for the more adventurous, if the entry has been filmed at an iconic landmark.