It’s summertime, which means for a large swath of the country, it’s hot as hell. (Indiana, to pick a personally relevant example, is staring down essentially a week of muggy low-90s temperatures, so, hooray.)

A surefire way to stay cool is to eat something cold. Ice cream, a milkshake, 20 cans of Coke Zero (that might just be me), etc. Of course, there’s a scientific risk to this method: brain freeze. Seriously, it’s actually a scientific thing, and one that is surprisingly still a mystery, according to this Wikipedia entry. This particular summer occurrence collided with another summer tradition: mid-inning minor league baseball promotions.

Via the Memphis Redbirds, the Triple-A affiliate of the St. Louis Cardinals, comes this video of an Icee Chugging Contest, and a kid who was absolutely determined to be the winner of said contest:

Well done, young man. This is the kind of local, national, and daresay international fame that will live on for a good few hours, and maybe longer in gif form. But in all seriousness (or as much seriousness as this post is going to contain), it’s cool to go on the field at a sporting event and do anything. I once got to go on the field prior to a Fort Wayne Wizards (now Tincaps) game, and stand on the mound for the national anthem, and it was awesome.

This video might not quite match up to Beat the Freeze in the pantheon of this week’s baseball promotion hilarity videos, but still, kudos to you, brainfreeze kid. Hopefully you’ve recovered by now, and get to enjoy whatever it is you won. (Probably more Icees, which could result in more brain freezes.

It’s a vicious cycle.

About Jay Rigdon

Jay is a columnist at Awful Announcing. He is not a strong swimmer. He is probably talking to a dog in a silly voice at this very moment.