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Samsung's ALS challenge video completely misses the point
By now you've heard of the ALS Ice Bucket Challenge, even if you don't know exactly what it is. Seemingly millions of people have dumped buckets of ice water on their heads to raise awareness and money for ALS funding. Amyotrophic Lateral Sclerosis, better known as Lou Gehrig's Disease, affects nerve cells in the brain and spinal cord, leading to the loss of voluntary muscle action and, for some in the later stages of the disease, eventual paralysis. As of August 22, 2014 the Ice Bucket Challenge has raised over $50 million in donations for ALS research. With that much money raised there's bound to have been some criticism of those participating in the challenge, from grumps who write is off as a silly fad to politically-motivated critics who are against the use of stem cells in ALS research. The important story is that loads of money is currently being raised for ALS, and most of the people participating in the challenge are doing so in good faith. They're participating in the challenge in a way that draws attention to the cause more than themselves, which is why a new video released by Samsung today has rubbed us the wrong way. This morning Samsung released the following video for their Galaxy S5 phone, with the phone doing the ALS challenge. You can view it here. The fact that Samsung would make a video for their product that latches onto a viral charity campaign is ghoulish, though let's give them points for not mentioning the waterproofness of the Galaxy S5 outright. Still, it's completely missing the point of the viral campaign to begin with. This is about people humbling themselves in the name of charity to raise awareness of a disease. If the Galaxy S5 in this ad represented Samsung CEO Boo-Keun Yoon, he would be wearing a wetsuit while getting water poured over him. Beyond that, there's the issue of the other objects Samsung's phone challenges to participate in the ALS challenge. The iPhone, HTC One, or Nokia Lumia aren't humans, and they aren't waterproof. This is a one-sided "challenge" designed to troll other devices and companies with no active participation in continuing to raise awareness beyond annoyed think pieces like this one. So on that end, good job Samsung -- technically we're doing the promotion of ALS for you. This would be like the staff of TUAW challenging the road itself at Infinite Loop to participate, only without the gross profit motive. Meanwhile Apple's CEO Tim Cook has participated in the ALS challenge by getting soaked with water in front of his employees. Phil Schiller, Apple's marketing guru, participated by sharing pictures of himself on Twitter. None of these moves promoted Apple products, but rather drew attention to the cause of ALS research. The iPhone may not be waterproof, but at least the company who makes it doesn't cynically co-opt charity to sell their devices. If you are interested in donating to ALS research you can do so on their website. The ALS is a qualified 501(c)(3) tax-exempt organization and your donations are tax-deductible to the full extent of the law. If you've never known anyone who suffers from this terrible disease you can learn more about it here, or read personal stories of people living with ALS here.
Dr. Dre takes the Ice Bucket Challenge plunge [video]
The chain of Ice Bucket Challenge videos for Apple executives remains unbroken. First up was Apple Marketing VP Phil Schiller, who sent the challenge on to CEO Tim Cook. Cook took the plunge in front of a huge crowd at an Apple beer bash last week, extending the challenge to Beats executive and new Apple employee Dr. Dre. Well, sure enough, Dre took on the challenge with a very "Bill Gates-ish" contraption and a full film crew on hand. Other Apple execs are probably breathing a sigh of relief -- Dre sent his challenge out to Eminem, Snoop Dogg, and Kendrick Lamar. Remember, you don't need to have friends or co-workers douse you with ice water to take part -- simply make a donation to the ALS Association.
Tim Cook takes the ALS Ice Bucket Challenge, challenges Dr. Dre
Yesterday we talked about Apple marketing VP Phil Schiller challenging CEO Tim Cook to take the ALS Association Ice Bucket Challenge. Well, at an Apple beer bash yesterday, Cook took his icy shower. Cook then challenged Disney CEO and Apple board member Bob Iger, recording artist Michael Franti (who was at the bash and immediately accepted), and Dr. Dre to either take a splash with icy water, donate $100 to the ALS Association, or both. I can't wait to see the Dr. Dre footage... Hats off to Apple executive team for supporting the ALS Association.
Apple's Phil Schiller takes ALS "ice bucket challenge", challenges Tim Cook
Have you heard of the ALS (Amyotrophic Lateral Sclerosis, AKA "Lou Gehrig's Disease") Ice Bucket Challenge? The challenge is a fundraiser to pull in funds for the ALS Association in which celebrities and non-celebrities alike pour a bucket of ice water over their heads and then challenge others to do the same, or make a donation to fight ALS within 24 hours. It's been a whopping success, raising US$4 million in donations since July 29 -- compared to $1.12 million during the same period last year -- and adding 70,000 new donors. Apple marketing head honcho Phil Schiller took to a California beach yesterday to soak himself, then challenged Apple CEO Tim Cook and a celebrity friend to join in on the fun. Schiller sent out three pictures via Twitter showing himself in a dry Boston College T-shirt, dumping the bucket of ice water over his ear, and soaked and smiling afterward. Schiller then challenged his wife Kim, Tim Cook and NCIS: Los Angeles actor Chris O'Donnell to also "take the plunge" and/or donate to the ALS Association. Cook has until 7:57 PM PT tonight to respond. The whole world is watching... TUAW readers can make a donation to the ALS Association and join in on the challenge.
