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Pharrell and Red Bull collaborate for new ad

Red Bull’s new spot looks more like a stock-content provider’s attempt to tap into the extreme sports market than an advertisement for a sugary drink. Playing out to Pharrell Williams’ ‘Come get it bae,’ the ‘World of Red Bull’ commercial features the impressive exploits of surfers Jamie O’Brien and Sally Fitzgibbons, mountain biker Brook MacDonald, cliff diver Orlando Duque, five-time Dakar Rally champion Cyril Despres, and bands Awolnation and Skrillex.     

In recent years, Red Bull has been applauded for the way in which redefined brand as the face of extreme sports. And this novel approach to marketing has also won fans in content marketing circles, with some industry commentators pointing out that the way in which the company obscures the lines between publishing and advertising makes it a best-practice model that other content marketers should aim to emulate.    

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