Sweet Pepper Klopek, a man who has set many Guinness World Records, managed it again by lifting a 5.4 kilogram, or 12-pound, sledgehammer suspended from two huge fish hooks plunged through his cheeks.
The performance artist and his brother, Burnaby Q. Orbax, have between them managed many other Guinness feats including being the first in history to be tattooed on a running roller coaster and towing a truck with two shark hooks lodged in the skin in his back.
With Guinness officials looking on, Klopek surpassed the current 10-second sledgehammer-suspension record by several seconds.
While Klopek said it was fun, he added that 12 pounds is incredibly heavy when it's lifted with the face and that it really felt like 100 pounds.
The men are performing at B.C.'s largest Halloween extravaganza, Fright Nights at Playland, in Vancouver.