Samsung has once again taken a jab at rival company, Apple, this time using the trending ALS ice bucket challenge. As a marketing strategy, Samsung nominated itself and had its flagship device, the Samsung Galaxy S5, to take the ice bucket challenge and display its waterproof feature. 

The move has put Samsung in the headlines but with mixed reactions. Many have criticized the South Korean firm as riding the popularity of the ALS fund raising initiative as a marketing tool while others are saying it's just like other celebrities who have joined in and did their part to raise awareness and donate money.

In the 16-second video, the S5 is doused with ice water and in the end, nominates three of its competitors to take the same test and see how they hold up. The S5 nominated the iPhone 5S, HTC One M8, and the Nokia Lumia 930. The tech company has also urged its followers to make donations for the cause over Twitter.

We're calling out all of our followers for the #ALS #IceBucketChallenge Donate here https://t.co/JRB8w9ZFyb @MNDAssoc https://t.co/hRms2F8XX2

— Samsung Mobile UK (@SamsungMobileUK) August 22, 2014

"We're calling out all of our followers for the #ALS #IceBucketChallenge Donate here https://www.mndassociation.org @MNDAssoc," and posted its ice bucket challenge video.

The company's PR firm said via Creativity, that as part of the awareness and fund raising effort "the film is being shared via social channels. The company has made a donation to the Motor Neuron Disease Association supporting ALS research," with an undisclosed amount.

Additionally, Cheil UK COO Matt Pye said in a statement, "The Ice Bucket Challenge provided the perfect opportunity for the brand to do something that was meaningful but also unexpected."

Forbes noted that "Samsung at least earns some honor points for not mentioning the phone's waterproof rating. Although, it's likely no coincidence that the three competing phones called out do not carry such a rating. Very sneaky, Samsung."

The MND Association responded to the donation over Twitter: "@SamsungMobileUK Thank you for your generous donation to our fight. It will make a very big difference. #MND"