A Shenley man was given a freezing cold soaking as part of a series of fundraising attempts.

Craig Morfett, of Trafford Close in Shenley, endured an icy shower on Wednesday when colleagues doused him and then trained a pressure washer on him as part of the ice bucket challenge.

The Avis car hire manager's decision to take part in such an extreme challenge came after the company’s CEO challenged all his staff to attempt to out-do each other with the charitable act, currently trending on social media websites.

Along with cake sales, the car hire manager used the ice bucket challenge to help raise money towards his chosen charity Macmillan and is hoping to beat his personal target of £500.

Speaking before the soaking, he said: “I’m actually afraid of cold water, so this was never going to be a nice experience. But it is worth it, as it’s for such a good cause and I really hope I can make my target.”

Was it worth it? Watch the video above.

Mr Morfett had originally planned to take the challenge to the extreme by inviting a crew of firefighters to visit him at the Luton Avis office in Church Street, where Mr Morfett is the manager, to soak him with the hoses.

Unfortunately, the Luton crew had to cancel just 45 minutes before the challenge was due to take place, so the 32-year-old had to do some quick thinking in order to save the day.

Thankfully his colleagues came to the rescue and were more than happy to tip four large buckets of icy water over their manager, as well as blasting him with a pressure washer.

Mr Morfett said: “It was horrible, absolutely awful. The pressure washer was especially bad. One of my drivers gave me one of those umbrella hats to wear, but it didn’t really help.

"It took me until 5pm to get warm again. The water out of that power washer was really chilly."

After already having raised £130 for his efforts, he will also be posting the video of his challenge along with hosting a Macmillan coffee morning to bump up the total.

To donate visit his online page at http://uk.virginmoneygiving.com/CraigIcebucket.