You can't have missed it. Celebrities everywhere have been posting pictures and videos of themselves having buckets of freezing ice-cold water poured over their heads, but what's it all about?
It seems the latest charity campaign that's gone socially viral is all in aid of raising money for ALS Association.
ALS, or motor neurone disease, is a condition that affects the brain and the spinal cord, making it difficult to move muscles and can result in paralysis. It affects around 5,000 people in the UK. The campaign calls for people to drench themselves in a bucket of ice-cold water 24 hours after they've been nominated, donate to the ALS Association, and then nominate two more people to take the challenge, although many challengers in the UK have been donating to Macmillan Cancer Support.
The latest star to get involved and brave the freezing cold water for charity is Simon Cowell... and the resulting video is hilarious! Watch Simon giggle his way through his chilly ordeal (we guarantee watching the meanie X Factor panellist suffer will bring a smile to your face, it certainly looks like partner Lauren Silverman enjoyed soaking him!)
http://www.youtube.com/watch?v=c6RKXFHX6X8
Some versions of the rules have seen people donating $10 if they take an icy shower but paying out up to $100 if they turn the challenge down - a route now famously taken by Barack Obama!
Even Becks has stripped off (his top half, anyway) and had a bucket of ice cold water tipped over his head all in the name of charity. And you won't hear us complaining. There are no rules about removing your shirt before you take on the challenge but David, we're glad you did!
Topless and drenched in water, and all in the name of charity. We approve! Watch the video of Becks doing his bit for the ice bucket challenge.
And Mr Beckham isn't the only high profile name the challenge has attracted. In fact the list of celebrities who've taken part is huge and growing by the day, with hoards of hilarious videos appearing on youtube featuring names such as Justin Timberlake, Jennifer Lopez, Lady Gaga, Oprah Winfrey and Justin Bieber, not to mention our very own Susanna Reid, Ben Shephard and Ruth Langsford!
Rita Ora was soaked with freezing cold water on the streets of New York and by the looks of it, she had a bit of a shock!
Ruth Langsford took part in the ice bucket challenge - is it just us or does Eamonn look like he's enjoying that a little too much?
Susanna Reid and Ben Shephard got a soaking live on Good Morning Britain in London - and we all know how chilly that must have been!
It's thought the campaign started in 2013 when Boston College baseball player Pete Frates, after being diagnosed with motor neurone disease, challenged several Boston Red Sox players to the ice-bucket treatment to raise money and awareness for the condition.
However it started, it's important to remember that as well as raising awareness, the campaign is also hoping to raise money for an important cause.
If you'd like to find out more about ALS or donate (with or without the bucket of ice water!) then visit their website. Where to next?-The brave bikini shots that took social media by storm -20 foods guaranteed to boost your mood -10 reasons why laughing is so good for you
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