It had to be done. Some unscrupulous marketer was always going to try and capitalize on the global popularity of the Ice Bucket Challenge — whose goal is to raise money to fight amyotrophic lateral sclerosis (ALS) — as a cheap ploy to sell you more stuff. In this case, it's Samsung, whose Galaxy S5 shows off its water-resistant design by taking a cold shower and calling out the iPhone 5S, HTC's One M8, and the Lumia 930 to try and do the same. Oddly enough, the waterproof Xperia Z2 doesn't seem to make Samsung's list.
Samsung has made a "generous" contribution to a UK organization fighting the same disease as the ALS Association, but the video itself is a pure commercial for the phone, leaving out any mention of or encouragement to participate in the charitable drive.