It’s the charity craze that has seen Microsoft founder Bill Gates and Christiano Ronaldo both drench themselves in freezing water for a good cause.
And now the boss of energy supplier npower has taken the Ice Bucket challenge too.
In a Youtube video, CEO Paul Massara is seen dousing himself with a bucket of icy water in a charity t-shirt.
Before upturning the bucket, he says: “Thank you Kiaran for nominating me for the ice bucket challenge, well, I think thank you… I’m happy to do this for Macmillan.”
As cold water rushes over his head, Massara emits a piercing yell, then nominates three others to take the challenge including npower colleague Roger Hattam, who has been Director of Domestic Retail Markets since 2013.
Tweeting the video this morning, he unofficially challenged rival bosses at the UK’s largest energy suppliers, asking: “Wonder if other Big 6 CEOs will follow ???”