Lots of tech CEOs have taken the ALS Ice Bucket Challenge, but Samsung’s Galaxy S5 might be the first tech product to do so.
And it is some smart marketing, given that the S5 is waterproof — unlike many other market-leading smartphones. To drive home the point, the Galaxy S5 challenged the iPhone 5s, the HTC One M8 and Nokia Lumia 930.
“Gosh, that’s freezing,” a computerized voice says after a Galaxy gets dumped with ice water. For any reader who has been living under a bucket, people across the globe are dumping ice water on their heads to raise money and awareness for ALS, also known as Lou Gehrig’s Disease.
For the record, Samsung is not the only smartphone that could take the plunge. Sony makes several waterproof members of its Xperia family, while Kyocera specializes in rugged and water-resistant models.
While the stunt is certainly clever, Samsung is taking a risk by essentially using a charitable endeavor as a marketing ploy.
Here’s the video, posted to YouTube.
This article originally appeared on Recode.net.