A man in Canada covered his head in bees for just over an hour in downtown Toronto Wednesday,Hard Soap Hard Soap (1977) as you do, to promote the release of a new movie.
Juan Carlos Noguez Ortiz from nearby Dickey Bee Honey Farm grew what's known by practitioners of the bizarre ritual as a "bee beard" for the stunt, which saw him engulfed in insects for 61 excruciating minutes.
He smashed the previous record of 53 minutes, 34 seconds, according to local media who were watching the horror at the city's Yonge-Dundas Square.
100,000 bees were used from the nearby farm, according to its master beekeeper Peter Dickey. "But we brought the gentle ones," he insisted, because "that is very important when we are doing the bearding."
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Dickey's farm also provided the bees for the film the whole stunt was aiming to promote - Blood Honey - which seemingly features blood, honey, and a lot of bees.
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Keep an eye out for it.
In the meantime, here a few more bee bearding pics to haunt your dreams.
Bees cover beekeeper Gao Bingguo Tai'an, Shandong Province of China in 2014. Gao Bingguo attracted about 326,000 bees, 32.6kg in weight, onto his body in more than one hour after placing nearly 50 queen bees on his body. Credit: VCG via Getty Images 
Bee keeper Bui Duy Nhat stands while thousands of wild bees land on his body, in Nua Ngam commune, Dien Bien province, Vietnam, 26 May 2017. Credit: PHAM NGOC THANH/EPA/REX/Shutterstock pic.twitter.com/52DAkRkS4t
— MGM (@Marcanadian) August 30, 2017
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