Samsung Galaxy S5 takes the ALS Ice Bucket Challenge, but is it good or bad?

The Ice Bucket Challenge has taken off on social media in the past week or so. The campaign is designed to fuel awareness of ALS, or Lou Gehrig's disease -- a problem that has famously, and sadly, afflicted Stephen Hawking, though many others are just as unfortunate. It's certainly a worthwhile cause, and something everyone should be aware of and fund, if they can spare a few dollars.

But what if a major company attempted to hijack the pledge drive for the benefit of its product? It's really hard to say if that is what Samsung has done, but it certainly seems to be that way.

I'm of two minds on the company's S5 taking the challenge -- it certainly brings awareness, and if it adds to the donation total then we can consider it a good thing. But on the other hand, is it self-serving marketing run out of control?

Samsung has a history of media blunders -- think about some of the company's launch events. But despite those faux pas' one would think common sense would prevail when it came to a charity fund-raiser.

The video is certainly contrived and plays completely as an advertisement. That's a shame, given that the company had the chance here to make a positive impact, but instead seems to have chosen to use the social campaign to fuel its advertising.

Everyone is welcome to draw their own conclusions, but this seems more advertising gimmick than actual fund-raising charity video. And, if that's the case, then it is reprehensible on the part of the company for jumping on people's misfortune for its own gain. Shame on Samsung if it has done so.