Klondike is rolling out a new effort called "5 Seconds to Glory," designed to refresh the Unilever ice cream brand's iconic "What would you do for a Klondike Bar?" campaign. In a pair of new spots from The Via Agency, guys who manage to endure five seconds of something truly horrible get rewarded with ice cream (as well as confetti, balloons, and gyrating, attractive ladies). What are the agonizing five-second challenges? Actually listening to your wife and holding another dude's hand. Wow—how can they stand it? The TV work is accompanied by a Skittles-ish website from Story Worldwide that extends the "5 Seconds to Glory" theme with games, videos, Klondike factoids, and more.