By Jonny Singer Sunderland owner Ellis Short has upped the stakes in the North East rivalry by nominating three prominent personnel at Newcastle United to take part in the ALS Ice Bucket Challenge. Short posted a video of his own challenge on Sunderland's youtube channel as centre-back pairing West Brown and John O'Shea douse him in water beside the Stadium of Light pitch. However the real entertainment in the short video comes not from the suited Short screaming as he is drenched, but from his choice of nominations. VIDEO: Scroll down to watch Short nominate a Newcastle trio for the Ice Bucket Challenge
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Short nominates opposite number at rival club Ashley
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Sunderland owner also targets Newcastle manager Pardew and player Colback
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Colback played for Sunderland for fourteen years before joining local rivals on a free this summer to anger of his former club
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Short performed the challenge by the Stadium of Light pitch
All over: As players and coaches laugh, Short gets up from his @placeholder