Red Bull: Producing Inspiration

        

              For the past couple of weeks, I have seen this Red Bull commercial played over and over again on channels all over the television networks.  On sports channels, news channels, even comedy channels, it seems like everywhere I go I see this commercial playing.  The more I see it though, the more I love it.  Let me explain why.

             First off, let me just be honest and say that I’m not a huge fan of energy drinks.  Red Bull is decent but I wouldn’t call myself a repeat customer by any means.  But what I love about this advertisement is not the product (which isn’t even mentioned) but the message.  Instead of advertising Red Bull’s energy drink, the company has dedicated its advertisements as a way to reinforce the type of lifestyle of those who use the drink.  A life filled with excitement and wonder, a world where impossible is not even a thought.  The music, the imagery, the poetic narration…it all just works beautifully together here. 

They use the athletes they sponsor brilliantly in this commercial.  The focus isn’t on the individual person or sport but rather the ability to dream inherent in every person.  These are the best athletes in their prospective sports, but do they focus on the athlete? No.  Do they use them directly as a spokesperson? No.  They show them doing what they do best, turning the impossible into the remarkable.  We are drawn into the commercial in such a way were we become the athlete.  We sail over the alpine forest, surf across the blue ocean, and ski down the highest mountain peaks.  They are remarkable not because of their abilities but rather because of the attitude instilled in them.  In a world filled with majestic beauty, we too can be just as amazing by following our passions.  Suddenly our whole world opens up more.  We can accomplish anything with the right mindset.  The very end of the message portrayed sums this theme up perfectly, “The only limit is the one you set yourself”. It serves as a call to action for every individual watching the commercial.  Be amazing, do the impossible.  Red Bull transcends itself from an energy drink producer to a company focused on achieving the impossible. Who could possibly argue against that?