Brands Living Out their Adverts

As of this afternoon, the Red Bull Stratos project was put on pause. The launch of the balloon that would eventually carry Felix Baumgartner was grounded due to high winds. The Stratos project is a daring and exciting science experiment reflecting the amazing high altitude jumps by Colonel Joe Kittinger of the U.S. Air Force in 1960. What's extremely interesting is what company is funding the project. Red Bull - an energy drink. This is one heck of an advertisement. 
What I find striking is how in particular Red Bull carries out its brand. There's something honest about their interests and investments in alternative sports - and these adventures. Rather than sneaking up on you and trying to brainwash you into thinking you need or should be apart of their culture, it seems they are simply doing what they really care about.
An energy drink supporting and funding science? The Stratos project is not only science but extreme and "an attempt to transcend human limits..." This is really quite a serious statement. A little more investigation reveals Red Bull's magazine that highlights youth and  adventure (Red Bulletin). One can assess that they indeed care about their culture. It's not only a marketing ploy or ad campaign. Similar to Levi's "Go Forth" ad campaign - they both use and exploit real emotions. They both draw from the young and energetic. Pulling from what many believe is in our culture: exploration and discovery. However; unlike Levi's campaign, I find Red Bull not to be tapping into the vain of a rising youthful vibration. I find Red Bull to be along with and side by side - genuinely invested, in the exploits of real adventures and alternative athletes. I find them to be much more honest. There is a hint or tinge of corporate anxiety and a little push in the Levi's ads - we are used to this it's hard to notice. But how many have even heard of the Stratos project?
So no, I absolutely do not mind admitting I like drinking Red Bull and it's remarkably influenced by their advertisements - their adventures.