In a small Texas town, car dealer Raymond "Bubba" Boudreaux of "Budreaux's Auto and Truck" is organizing his annual PR event, "Hands On." In this extreme competition, 20 participants battle it out for a brand-new Chevrolet Avalanche. The contest follows a simple but ruthless rule: whoever stays awake, standing, and holding onto the vehicle with one hand for the longest time without interruption wins. Short breaks for food or bathroom visits are allowed—but sleeping is strictly forbidden. The physical and mental pressure quickly pushes the participants to their limits.