Published Monday, 18 August 2014
Ruth braves the ice bucket challenge. (© ITV)
From Justin Timberlake to Lady Gaga to Oprah Winfrey, even the elite of the celebrity world have been getting drenched in icy water for a good cause.
Facebook supremo Mark Zuckerberg challenged Microsoft founder Bill Gates ...
And Good Morning Britain tried to take on This Morning.
Presenters Ben Shephard and Susanna Reid gamely stepped up to have icy-cold water thrown over their heads on live television, before nominating Ruth Langsford and Eamonn Holmes to do likewise.
But while Ruth rose to the occasion, Eamonn was more than content to simply help pour ice over his wife's head - even declaring: "I don't feel bad!"
Assisted by Rylan Clark, who did apparently feel bad, Eamonn grinned as he dumped a bucket of freezing water over Ruth and then laughed his leg off at her shocked shrieks.
"Well, there you go, I promised I do it - my husband failed the challenge," she declared afterwards.
"Husband didn't. Made my day that," Eamonn chuckled.
Various charities have been benefiting from the craze, with Macmillan Cancer Support adopting the ice bucket challenge in the UK.
Participants take part, text a donation to their chosen charity, and then pass it on by nominating others to do the same - with video evidence usually ending up on social media networks.
© UTV News