Legendary music producer Rick Rubin has taken the ALS Ice Bucket Challenge to a whole new level after submerging himself in a bathtub full of ice.

The music mogul accepted his nomination from rapper Eminem, but instead of just dumping freezing water over his head, like most other celebrities, he decided to raise the bar and film himself filling a tub with cold water, before topping it up with multiple buckets of ice cubes.

He then climbed into the tub and dipped his head below the water, without even flinching. Another shot showed him getting comfortable as more ice is poured on his head.

He uploaded the silent footage on Tuesday evening (26Aug14) and added a message at the end of the YouTube.com video, nominating R&B star Frank Ocean, and actors Owen Wilson and Vincent Gallo for the charity mission.

A host of stars, including Leonardo DiCaprio, Tom Cruise, Matt Damon, Ben Affleck, Jennifer Aniston, Gwyneth Paltrow, Lady Gaga and Justin Timberlake, have also been put up to the task by famous friends or urged to donate to charity. Most celebrities are doing both.

The viral campaign aims to raise awareness and funds for the ALS Association and other charities connected to the condition, also known as Lou Gehrig's Disease or motor neurone disease.