Russia's David Blaine trapped in a block of ice for three days to help sell liquor.

(click image, via) His name is Gennady Palchevskyy (not sure of that spelling). And Belarusian hooch brand Bulbash set up this endurance stunt at the "ProdExpo 2010" trade show apparently going on now in Moscow. As of this post, he's been in the branded frozen cell for about 45 hours (here's a webcam inside the hollowed out block of ice). Doctors and representatives from the "record book of Russia" are monitoring the illusionist. Za vas, comrade Palchevskyy! Related: The Blaine Bubble™ merchandising opportunities.
Previous stupid PR stunts:
—The Ricola mystery cougher.
—The ironic Kleenex tissue tree.
—The Economist mechanical bull.
—PETA bleeds Canadian bus beheading.
—Earth Day treehuggers made of cardboard.
—Cell phone company exploits Mumbai floods.
—To read World Water Day mailer, you had to waste water.