Challenges.
“Dad, what are all of these videos?”
“Well, that’s from a brief period in 2014 when celebrities and many other people poured buckets of ice on themselves in order to raise awareness and money for research into curing amyotrophic lateral sclerosis, also known by its acronym, ALS, also called Lou Gehrig’s Disease after the famous 20th century baseball player who was its most prominent sufferer when it entered the public consciousness. It was a very successful campaign, by all accounts, and inspired a lot of creativity.”
“Oh. What’s ice?”
“Sorry. That’s the stuff that used to exist at the northernmost and southernmost points of this planet. Pass the sunscreen, please.”
Creative Control 