Human directionals are quite common and I see them all of the time. Usually, they are independent new hires that work for the day or for as long as they can stand it and are paid at a ridiculously high wage, depending on the company.
When I worked for a large retailer, I would have to do things like this all the time . We had sidewalk sales and once when working for an apartment complex leasing office, I was asked to dress up as a slutty leprechaun and that was way, way over the line for me. Thankfully it was a temp position and I was able to go to the company I worked for and complain about it.
The thing is, that unless it poses a great risk to your health it's not out of the ordinary and there are ways to keep yourself cool.