With some exceptions, brands haven't broadly embraced the immensely popular Ice Bucket Challenge craze, benefitting the ALS Association, and understandably so. You don't really want to be seen as profiting off a charity campaign. And also—well, this could happen.
Samsung, though, doesn't care. In the Ice Bucket Challenge, it saw yet another opportunity to slam Apple. And any opportunity like that, it does not pass up. The Samsung Galaxy S5, you see, is advertised as waterproof. The iPhone? Not so much.
Did anyone even challenge Samsung Mobile U.K.? Doesn't matter. It made this 15-second video anyway—and gleefully calls out the iPhone 5S, HTC's One M8 and the Lumia 930.
Sony's Xperia Z1S, of course, was not challenged.