A decade ago, when the Ice Bucket Challenge became a viral sensation, everybody from world leaders to sports stars and Hollywood royalty filled social media with videos of them having vats of cold water and ice cubes dumped over their heads.
Their videos were often notable for the casual, conspicious luxury of the backgrounds: LeBron James’ sodden discomfort was offset by the superyacht on which he performed his icy ablutions; Donatella Versace let out her unscripted yowl in her glorious garden flanked by equally gorgeous and muscled male helpers. Donald Trump predictably chose the top of Trump Towers for his stunt.
