Red Bull: Canned Laughter

We've gotta hand it to Red Bull and L.A. agency Kastner & Partners; the current stock photo-driven print campaign strays awfully far afield for an energy drink, with photos of fat kids, transvestites and assorted unathletic losers. There's even

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We've gotta hand it to Red Bull and L.A. agency Kastner & Partners; the current stock photo-driven print campaign strays awfully far afield for an energy drink, with photos of fat kids, transvestites and assorted unathletic losers. There's even an ad, featuring a typical woman-with-pierced-tongue shot, that goes out of its way to assure us the product does not taste great. "Although Red Bull created the energy drink category in the U.S.," claims Kastner CD Tim Braybrooks, "there's still very little awareness of its actual benefits, even though they're listed on the can. Since Red Bull delivers so many benefits, we thought we'd focus on the very few things that it doesn't do." Hence the line: "Red Bull does everything it says on the can. And nothing it doesn't."
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About

Credits
Date
Oct 23, 2003
Producer:
Rick Gutierrez
Art Director:
George Roux
CD/Copywriter:
Tim Braybrooks
Photography:
Stock Stock
Client:
Red Bull
Agency:
Kastner & Partners
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