In the spirit of the current Ice Bucket Challenge craze that has swept the world, SGM has handed down a challenge to its closest competitors to submit their automated lighting fixtures to the ultimate “soak test’ — all in aid of charity.

They have invited Martin Professional, Clay Paky and Vari-Lite to participate alongside their own G-Spot, the world’s first waterproof moving head.

The Ice Bucket Challenge is an activity that generally involves dumping a bucket of ice water on someone’s head to promote awareness of the disease amyotrophic lateral sclerosis (ALS) and encourage donations to research.

“If people can do it, so can products,’ says SGM CEO Peter Johansen. “After all, these are “intelligent’ lights, so let’s see how brave our competitors are in putting them forward.’

To back this up SGM has produced a hilarious YouTube video as the IP65-rated G-Spot gives competitors a 72-hour ultimatum to accept the challenge (before taking its own soaking from the CEO). Then, in true pantomime style, the video ends with Peter himself unwittingly receiving an ice bucket drenching from behind.