While many will be pleased to see Piers Morgan gamely have freezing water thrown over him as part of the ice bucket challenge, he also, unsurprisingly, wimped out of feeling the full impact of the charity deed.
Morgan was covered by icy water while sitting in the warm Caribbean sea, which, call us pedantic, presumably took the sting off a bit, making him less brave than illustrious names such as Justin Bieber, George Bush and Susanna Reid.
He was, however, commendably doused with three buckets rather than just the traditional singular, but avoided using acid, rocks or hot coals “as some have suggested”.
The presenter was nominated by numerous high-profile names who have already taken part, including Coleen Rooney, Joey Barton and Cheryl Cole.
Yes, I accept the #icebucketchallenge from Coleen/Cheryl/Joseph. No, I will not, as some have suggested, be using acid, rocks or hot coals.; Piers Morgan (@piersmorgan) August 20, 2014
The only thing more cheering than seeing Morgan covered in icy water is to see the same fate happen to Jeremy Clarkson, who the presenter excellently put forward. The Top Gear host could do with the good PR and how could he possibly turn down his former nemesis?
Morgan also made a donation to the Motor Neurone Disease Association, following the recent death of his cousin from the disease.
The challenge raises money and awareness for amyotrophic lateral sclerosis (ALS) or Lou Gehrig's disease, which affects the brain and the spinal cord and makes it difficult for sufferers to move their muscles.