Red Bull’s Extreme Athlete Rube Goldberg Machine
Red Bull is officially the king of crazy-ass marketing stunts. They were already perched near the top with visual spectacles like the always entertaining Flugtag and the record breaking Baumgartner Space Jump, and now they’ve just released an extreme-athlete-drenched, Rube Goldberg extravaganza they lovingly call: The Athlete Machine – Red Bull Kluge.
Let us be honest, the verdict is still out on the Redbull drink. We don’t know what we’re doing to our insides when we dump concoctions of energy drink mixed with copious amounts of vodka down our gullets. And we definitely don’t know what the heck it’s doing to our insides. Is it really giving us wings? What are these lumps on my back!? Are these wing-like protrusions?! Or, oh no… it’s cancer! Back cancer! Baby-wing back cancer! Oh my god! …Oh, wait. Excuse me. I’m sorry. I overreacted. My shoulder blades are just a little more shoulder bladey today.
What we do know is that Red Bull straight up markets to the X-Games demographic. The Athlete Machine is the perfect example. It’s a Rube Goldberg Machine (always an internet favorite) and the key components are a “Who’s Who” of the extreme athlete world. Peep the list:
Sean MacCormac (Skydiver), Joey Brezinski (Skateboarder), Rickie Fowler (Golfer), Danny MacAskill (Trials Biker), Ryan Sheckler (Skateboarder), Drew Bezanson (BMX Rider), Bryce Menzies (Off-Road Truck Racer), Rhys Millen (Drifter), Robbie Maddison (Freestyle Motocross Rider), Lolo Jones (Hurdler), and Pat Moore (Snowboarder).
Now, what is Kluge? According to the video, the definition of Kluge is:
A witty, yet intelligent solution that succeeds in performing a particular task.
You throw the descriptor words “NEEDLESS” and “ENTERTAINING” in there and I’m pretty sure you’ve got the definition for Rube Goldberg Machine. Red Bull pulled out all the stops for this stunt when they teamed up with Syyn Labs. Syyn Labs specializes in technological, interactive, and artistic mediums to create these crazy spectacles. They’er the minds behind the incredibly popular OK Go “This Too Shall Pass” music video that also showcased an elaborate RUBE.
I absolutely love this kind of stuff, but allow me a skeptic’s moment. The machine goes off without a hitch from start to finish, even with unnecessary front flips and skateboard wizardry. But here’s the thing, there are a lot of cuts. The OK Go video almost convinced us of one-takery, but as pointed out by Freddie Wong, there were a couple cuts in that video.
Personally, I’d like to see an unedited single shot, from one camera, of the whole Redbull shebang. I want to believe! Make me believe!
Red Bull debuted the The Athlete Machine less than 24 hours ago and it has garnered about 112,000 views since the first “FRIST!!!1!!” Red Bull and Syyn are obviously hoping for some viral momentum and with 10,000 likes and only 55 dislikes, it could be well on its way.
QUESTION: Where does this Rube rank in the long line of Rubes? And, do you think this video will go viral? Why or why not? Also, what is your favorite part of the video? Mine is easily the random Matrix slow-mo of the mud tire. Also, why so many questions!!?!?!?!?