Red Bull has become an advocate for extreme sports across the globe, though it’s no secret that the intent is to push their bottom line when it comes to the sale of their energy drink, after all that’s the nature of the beast. Within this extreme marketing campaign many of us have come to expect a high level of production value from the footage they release via internet and mainstream media. From Brain Farm Productions: ‘That’s It That’s All’ to ‘The Art of Flight’ and on through to the ‘Cold Rush Challenge’ and many more, Red Bull has played its hand and apparently isn’t bluffing.
With that said, have you ever noticed (along side the thrilling cinematography and awe-inspiring talent of the best snowboarders and skiers) the Red Bull Helicopter? Queue the Phantom HD ultra slow-motion, dip the nose and watch as crystallized shards of ice and snow scatter in all directions. This bird of prey has undoubtedly become a focal point within the framework of transporting many snow-hungry greats like Travis Rice, Mark Landvik, Jeremy Jones and Terje Håkonsen into distant lands inaccessible to most humans, while at the same time helping to capture and log, from its avian perch, the amazing landscapes they navigate. In some cases you almost forget that it’s just a well dressed helicopter and yet, for some reason (however cosmetic and shallow), the Red Bull Chopper still seams more important than other helicopters… unless you’re familiar with “Air Wolf” the helicopter version of Night Rider back in the day. That was a great show by the way. Maybe it’s the creative nature to which Red Bull conducts its marketing and the fact that it’s actually helping the longevity of snowsports by pioneering new contests and outlets for expression. Anyway you look at it, the Red Bull chopper plays an integral part in the production and overall cosmetology of the brand which has taken hold of the extreme sports world. That is it and that is all.
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