Ryanair boss Michael O'Leary has become the latest celebrity to brave the ice bucket challenge.
O'Leary would be unlikely to struggle to find people who would want to chuck a bucket of ice over him, after admitting last year that his budget airline needed to "stop pissing people off".
However, after being nominated by Patrick Kennedy, CEO of Paddy Power, the Ryanair boss subjected himself to one ice bucket after another.
Running a gauntlet of thirteen ice-buckets, O'Leary tried to chuck an ice bucket onto the nearby audience gathered outside Ryanair's Dublin HQ.
Daring three of his airline rivals to do the same before he took on the challenge, O'Leary quipped: "You can't match our fares, you can't even freeze your fares, the least you can do is freeze your nuts."