People claim to be obsessed with Del Taco’s slow-cooked carnitas. We made them prove it.

We replaced Del Taco’s homepage with a looping video of carnitas being cooked. The longer you could watch without touching your mouse or keyboard, the more porktastic prize you’d win. Random reflex tests made it impossible to step away. It was pretty excruciating.

The challenge drove more visits to deltaco.com than the brand had ever seen. We promised a year of free food to anyone who managed to watch for 24 hours, thinking nobody would actually do it. We were wrong.