Samsung's Galaxy S5 turns the ALS Ice Bucket Challenge into an ad, in this new online video created by Cheil U.K. Here, the phone gets in on the cold shower game and then proceeds to challenge Apple's iPhone, HTC's One M8 and Lumia's 930 to do the same. Although the film doesn't specifically state it, the drenching could also be a sly promotion of the product's waterproof feature.
According to Samsung PR, the film is being shared via social channels. The company has made a donation to the Motor Neuron Disease Association supporting ALS research, but would not disclose the amount.
Cheil UK CCO Matt Pye said in a statement, "The Ice Bucket Challenge provided the perfect opportunity for the brand to do something that was meaningful but also unexpected."
Some viewers have criticized the move for jumping on a cause to sell product. YouTuber Derek Ross, for example, commented, "You have no class Samsung. If you wanted to participate, you should have had a executive or company figurehead partake in the ALS Ice Bucket Challenge. All you're doing here is trying sell your product and belittle your competitors all the while using a campaign that's meant to raise money and awareness for a scary as hell disease."