Of course to nominate anyone, you must have already taken part in the campaign yourself – and this Brand did with typical flamboyance.
He thanked Jamie Oliver, who put him forward and then proceeded to have two buckets of freezing water poured over him by two NHS employees, “so that I’m fully protected,” he says, without any further explanation.
He screams loudly, before yelling into the camera, “There’s no justice, there’s no justice! This is a waste of water. What about Africa?”
The comedian then laughs with unnerving madness and runs off.
The charity challenge raises money for amyotrophic lateral sclerosis, which affects the nerves that control body movement and can lead to paralysis. There is currently no cure.
Numerous high-profile names have taken part so far (definitely enough to feature the entire Daily Mail side bar, at least), including Oprah, Justin Bieber, George Bush, Anna Wintour, Victoria, David and Brooklyn Beckham, Coleen Rooney, Piers Morgan and Will Smith.
Brand has been busy in recent weeks, first launching a war of words with Fox News anchors Bill O'Reilly and Sean Hannity over their coverage of the Israel-Palestine conflict, and also writing a lengthy tome on why he opposes anti-Semitism.