A cowboy named Kaleb West has sparked online discussion with a video in which he demonstrated freeze branding on himself.

In the clip, West sat down, opened his shirt, and allowed another man to press the branding iron against his own chest. The same logo that had been applied to a horse in the video now appeared on West’s body.

West captioned the post with: “Just a little chilly.”

The video represents an unusually literal response to the question: “How would you like someone to do that to you?”

Freeze branding uses extreme cold, not red-hot iron.

West sat calmly while the brand was applied and then showed off the mark as if it were a new souvenir.