Watch the brilliant WWE ‘Raw’ bit that used the ALS Ice Bucket Challenge to promote awareness and the story line


WWE Chief Brand Officer Stephanie McMahon (Colin Young-Wolff/Invision for 2K/AP Images)

Nothing is off limits when it comes to WWE story lines. For example, remember when superstar Lana, who plays an even Russian mastermind manager, casually alluded to the Malaysian Airlines Flight 17 plane disaster over Ukraine in a promo last month? While sometimes the WWE uses cultural references to its detriment, other times the company hits the nail — or rather, bucket of ice water — on the head.

The WWE demonstrated the latter Monday night when fan favorite Dean Ambrose helped his turncoat former teammate Seth Rollins meet the ALS Ice Bucket Challenge.

Now that’s how you incorporate a cultural reference into a story line and make it both relevant and entertaining. Others seem to feel the same way.

And in case you missed it, other WWE stars have been getting in on the ALS awareness meme, as well. Check out Triple H, who was nominated by Pittsburgh Steelers quarterback Ben Roethlisberger, Vince McMahon, who was nominated by Triple H, and Stephanie McMahon, who was nominated by television host Maria Menounos, meeting the challenge. Stephanie McMahon gets extra kudos for enlisting UFC champion Ronda Rousey and her ultimate fighting friends to dump an empire garbage can full of ice water on her.

Marissa Payne writes for The Early Lead, a fast-breaking sports blog, where she focuses on what she calls the “cultural anthropological” side of sports, aka “mostly the fun stuff.” She is also an avid WWE fan.

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Cindy Boren · August 19, 2014

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