Every now and then an Internet craze will spread around the world with everyone trying their hands at it. From the cinnamon challenge to the fire challenge, each one brings its own risks and sometimes even pain.

The latest challenge meme — the ALS Ice Bucket Challenge — has been a force unlike any other, sucking in celebrities like Justin Timberlake, Lady Gaga, Oprah and even a couple of top Apple employees.

In today’s video, we take a look this icy charity dare that’s taking over the world. See Apple executives, actors, athletes and more take part in this chilling experience and find out the reason behind it all.

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