“Hold on a sec!” Were the exact words that came out of my mouth in the middle of a conversation with my brother as the new Red Bull commercial came onto the tv. The commercial was so enthralling that it compelled me to ask my brother to stop talking mid-conversation, how rude! I decided to further investigate what gave Red Bull this captivating influence over me. Was it the powerful images that drew my attention, or the uplifting speech? The Red Bull website described the commercial as the “New World of Red Bull Campaign”. Continuing my search I came across an interesting article that highlights Red Bull’s intriguing marketing strategy, content marketing. The author described this type of marketing as an exchange where the ad gives the viewer something, and in return the company benefits, which is exactly what this ad did, it gave me a sense on empowerment and a feeling of strength. However, the author descried it best when he said, “instead of the commercial, be the show”. The moment I stopped my conversation with my brother, was the moment I began watching the show. I was taken out of my usual “commercial state”, in which I pay little to no attention to what is going on, to be immersed in the beauty of the imagery, the power of the speech and the utter amazement at humans doing such extreme sports. The entire experience uplifted me and left me with a great feeling about Red Bull’s product, a product I don’t even buy, and these qualities are what make me believe that Red Bull has amazingly impressive marketing strategies. Through this short advertisement, they certainly lived up to their moto: “Red Bull gives you wings”, because in the moment, it definitely made me feel I had wings.

Check out this neat commercial: Red Bull