Hasta La Creative!

Skye’s the limit for Danny MacAskill. And he doesn’t need a plane to soar. He flies just fine on a mountain bike in this seven-minute dazzler called “The Ridge.”

The gorgeously shot vdeo finds the cyclist back home on Scotland’s Isle of Skye, his epic adventure captured by helmet-cam, drone and lenses that are seemingly everywhere.

This outing shares the spirit of the exhilarating clips that made him a star, while supplying MacAskill with an infinitely more stunning visual canvas. It provides an intriguing contrast with his “Imaginate” film from last year, where he performed stunts in a fantasy recreation of his childhood bedroom with giant toys, books and loop-de-loops for props.

That voyage was internal, a trip through MacAskill’s mind to share the cyclist’s youthful dreams. But in “The Ridge,” we’re treated to the ethereal but very real grandeur of the Cuillin Ridge, a fog-bound, craggy stretch of mountains, 3,255 feet at its peak, that resembles the terrain of some distant planet. That effect is heightened by MacAskill’s row-boat arrival at the hauntingly beautiful spot.

No other humans are in site, strange creatures splash in the shallows, and Martyn Bennett’s hymn-like vocals ring out on the soundtrack. It’s as if MacAskill trekked across the void, or perhaps journeyed back into prehistory to perform and explore.

MacAskill’s exploration of Cuillin’s awe-inspiring topography is sure to thrill fans (the clip’s already approaching 10 million YouTube views in less than a week) and delight brand sponsors (Five Ten, Enve Composites, Red Bull and Santa Cruz Bikes among them). Which is all for the best, since the shoot was an intense labor for everyone involved.

“It was a serious effort to just get to the filming locations,” says Stu Thomson, who directed both “The Ridge” and “Imaginate.” “The Cuillin Ridge is seven miles long, and to get to the easiest summit is at least two hours of hiking up, and then two hours back. We had to carry food, water and all our camera gear, including the drone and eight batteries for it, in and out each day. The longest day on the mountain was 8 a.m. until 1 a.m., and included a total of seven hours of hiking for five shots in the film.”

Utilisant le nouveau morceau « Come Get It Bae » de Pharrell en featuring avec Miley Cyrus, la nouvelle campagne World of Redbull 2014 permet de mettre en avant ses athlètes de l’extrême en action, à l’image de Sally Fitzgibbons et Jamie O’Brien en surf ou encore le plongeur Orlando Duque pour ne citer qu’eux.

La semaine dernière, l’ultime étape de la saison de Red Bull Cliff Diving a eu lieu au milieu des paysages de Krabi en Thaïlande. Un évènement impressionnant remporté par le plongeur Artem Silchenko qui se dévoile dans une série de photographies à découvrir dans la suite de l’article.

Coca-Cola's NOS Energy Drink takes stupidity to a "hiiire" level in a mind-meltingly over-the-top series of digital clips mocking the marketing tactics used by competitor brands like Monster and Red Bull.

Clocking in a bit under two minutes each, the clips from agency Mistress feature the many failed job interviews of Jordan Treehoefer, an "energy drink marketing stuntbrofessional for hiiire."

Treehoefer is the oafish em-bro-diment of loud, loutish, big-time energy drink promotions, and the videos detail his attempts to get a job hawking NOS, only to fail because the brand is too legit. An overcaffeinated pastiche of John Belushi, Bob Odenkirk and Randy Savage, Treehoefer is like an amped-up grizzly bear with a marketing degree.

This buffoon unloads many choice lines during his mildly NSFW "interviews" at NOS, such as: "Is your mind getting hard? I'm about to blow it;" "People respect you when you blow your wad;" "You've gotta blast your logo all over everyone's faces;" and his oft-repeated mantra, "People are stupid."

Treehoefer's all about staging outrageous stunts to promote NOS (and coincidentally satirize other energy drink brands). While wearing a spacesuit, he pitches a Red Bull-esque Mars expedition, screening animation of an astronaut whose head explodes into dollar bills as he removes his helmet. "Boom! THAT'S how you sell energy drinks!" He's got mad cycle tricks in his repertoire, such as the "McGloryHole3000," "McGrundle720" and his signature move, the "940McWankle," in which he rear-humps the handlebars while flying through the air.

Like the product being advertised, this stuff is an acquiiired taste. Some viewers won't last through 20 seconds of these videos—but they're probably not in the demographic, anyway. The brand's young male target market appears to be responding, with the ads generating more than 1.5 million combined YouTube views since the first clip was posted a month ago. Check them all out after the jump.

Even though more than a century has passed since the Titanic sank, it's still too soon to joke about it in ads. Red Bull got in trouble for this ad hinting that the more than 1,500 people who drowned in April 1912 could have survived if they'd had the renowned energy drink aboard—because it "gives you wings." Don't worry. In Britain, the Ad Standards Authority was alerted, as 79 complaints have been lodged against the ad, including one from the Titanic Heritage Trust. Red Bull's slogan is OK—it's better than the more truthful "Red Bull tastes like mouthwash"—but maybe they shouldn't apply it to real historical disasters anymore. Go ahead and crumple up those Hindenburg sketches, fellas.

This seven-minute Red Bull video cements Scottish cyclist Danny MacAskill's standing as a badass brand spokes-man.

It took 68 weeks over a two-year period to shoot this mix of fantasy, memory and dazzling bicycle stunts. A former museum in Glasgow was transformed into a Land of the Giants-style version of MacAskill's childhood bedroom, cluttered with outsized rubber balls, playing cards, colored pencils, comic books, a Rubik's Cube, a Twister game, alphabet blocks, a race-car loop-de-loop track and even a toy-train-and-station set.

As arena-rock ("Runaway" by Houston) blares on the soundtrack, the YouTube star, who's notched 60 million views across his video catalog, performs a crazy array of jumps, turns, spins and landings among the kids' stuff scattered across the floor. In the best bit, he lands on a tank turret and rides down the cannon, only to have green plastic army men spring to life and make off with his bike.

All this fanciful action is taking place inside the mind of a pre-pubescent Danny MacAskill as the boy sits on the floor, surrounded by toys and games, devising wild stunts for an action-figure cyclist to perform. Playtime abruptly ends when his mother threatens to "shoot the boots off ye" if young Danny doesn't hurry down to tea. (The daredevil's real mom, Anne, makes a cute cameo.)

MacAskill wears a Red Bull helmet, but the brand's presence is never intrusive. Instead of just peddling image or product, the film scores as entertainment, and this pumps up its value as branded content. Of course, it doesn't scale the heights of Red Bull's Felix Baumgartner viral. It's similar to the marketer's Rube Goldberg clip, which also featured MacAskill, but I prefer this new video, part of his "Imaginate" series. It unabashedly celebrates creative play and suggests you just might be able to ride the dreams of youth and make them come true.

There's nothing subtle about Red Bull the drink—it gives you wings, after all—but Red Bull the marketer decided to keep its messaging low-key around a recent New York entertainment/pop-culture event. Title sponsorship aside, the brand promoted its two-week Red Bull Music Academy mostly with logo-free wallscapes, subway and outdoor ads, wild postings, website takeovers and a free, daily, non-advertorial, 80,000-circulation newspaper. (Sample story: "Celluloid Heroes: New York Cinema and Its Soundtracks.") The omnipresent, art-heavy campaign, from Brooklyn-based ad agency Doubleday & Cartwright, pointed local music fans to the academy's collaborations, performances, workshops and labs, using spokesman Questlove as a focal point. (See some of the work in progress in the video below.) Attendance was reportedly strong, propping up the idea of content marketing as a way to speak to hard-to-corral hipsters and young music lovers.

Le réalisateur Matthaüs Bussman a dirigé cette vidéo pour la nouvelle campagne de la marque Red Bull. Intitulée « Defeat » ce spot dévoile un homme parcourant une ville plongée dans la nuit, éclairée par les néons ainsi que l’énergie de différents sportifs. A découvrir en vidéo dans la suite de l’article.

Já tem um tempo que a Red Bull estabeleceu parceria com fotógrafos especializados em esportes radicais e tem publicado fotos bem legais em seu site. Mas talvez um dos resultados mais felizes desta parceria esteja em World of Red Bull on Sequence, uma coleção de 18 fotos sensacionais que combinam frames múltiplos dos atletas patrocinados pela marca.

Para produzir a sensação de movimento, os fotógrafos utilizaram um tripé e sobrepuseram os frames em camadas, criando uma sequência perfeita. 

Post originalmente publicado no Brainstorm #9
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Advertising Agency: Lowe MENA, Dubai Director: Mark Lewis Creative Director: Mark Lewis Associate Creative Director: Mansoor Bhatti Copywriters: Mark Lewis, Sanjay Mathur,Bianca Bernstein Art Director: Simon Reid Senior Producers: Souraya El Far, Farouq Kamel Senior Account Manager: Roland Charbel DOP / Camera Op: Sherif Mokbel Sound Design: Khaled Hamdy Music: Getty Images Audio Mix: BKP Dubai Voice Talent: Mustafa Yassin Via [AdsOfTheWorld]