Helping us take another inevitable step towards Idiocracy, a creative agency and Dutch beer brand Amstel partnered up to develop and launch a promotion that offers up a free can of Amstel beer to the public. The catch? To get that can of frosty brew, each person has to stand in front of a vending machine in a public location for three minutes without doing anything remotely important.

Want to answer your smartphone? Sorry, you lose. Want to have a conversation with a friend? Better luck next time. You have to stand on a marker in front of the machine and stare into space for three minutes. It’s probably best just to turn off your brain and avoid all temptation to think about that YouTube video you just watched of the cat that licks the vacuum cleaner hose. Seriously, why is that cat licking the hose?

This is somewhat similar to Samsung’s recent advertisement that rewarded people with a brand-new Samsung S4, but only if they could win a 60-minute staring contest with numerous distractions surrounding them. Check out the promotional video for the beer vending machine below. Embrace the apathy. Or don’t.

Beer Vending Machine

Yes, Please: The Vending Machine That Rewards Apathy With Free Beer