Simon Cowell is a cool character, and he just got even cooler – the music mogul is one of the latest celebrities to take part in the ALS Ice Bucket challenge.
And the X Factor judge left his suave demeanour to one side for the challenge, giggling non-stop as he made nominations for the next round of ice bucket antics.
The 54-year-old can be seen standing aboard a yacht in a pair of blue and white board shorts in the short video clip, which he later posted on Twitter.
"I nominate Louis, Cheryl and Mel B," said Simon in between giggles, before telling his girlfriend Lauren Silverman, "just do it".
On cue, Lauren, dressed in a bikini and olive green T-shirt, does the honours of tipping the ice bucket and cold water over Simon's head.
Simon is one of the latest celebs to take part in the fun challenge for a good cause – all funds raised go to the research and treatment of motor neurone disease.
He follows in the ice-cold footsteps of Bill Gates, Justin Bieber, Ben Affleck, Oprah Winfrey, Taylor Swift and most recently the Beckham boys.
David Beckham stepped up the dare on Tuesday, as did his eldest son Brooklyn shortly after.
Mum Victoria posted the video on Twitter, which showed the teenager kneeling on the grass and announcing who he will nominate, before being drenched in ice cold water by his dad and a friend.
He later runs off loudly complaining: "That's so cold! So cold!"
Fashion queen Victoria was nominated on Monday to complete the challenge by Eva Longoria, but has yet to take part.
She's keeping fans guessing about whether she'll take the challenge, by captioning Brooklyn's video: "Brooklyn's turn for the #ALS #icebucketchallenge! Getting prepared for my turn! X vb."