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Red Bull follow Stratos with The Athlete Machine, a giant Tom and Jerry-like contraption

From Red Bull Stratos, potentially the biggest and best marketing stunt of our generation, where does the adrenaline-soaked brand go?

To this, apparently.

This new release probably isn’t even in my top three favourite Red Bull stunt videos. This isn’t anything against the video itself, but more testament to the energy drink brand’s ability to create absolutely brilliant videos that both reflect the company’s ethos perfectly and beg to be shared.

The Athlete Machine – Red Bull Kluge, released a few days ago and already at more than 4 million views, is essentially a cause and effect machine, similar to the ones Tom used to use to catch Jerry. It uses more than 25 tons of material, took 17 days and more than 100 builders to create and features 12 athletes.

Without further ado, here’s the video. At almost six minutes long, it’s lengthy, but worth every second.

Check out behind the scenes footage here.

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Rich started PRexamples.com in January 2012. It has been named Vuelio's top PR blog. He runs consumer PR agency Radioactive PR, which has two offices in the UK. He also wrote 'Myths of PR', which went on to become Amazon's best-selling PR book within days of release. In March 2013, Rich co-founded blogger outreach service bloggabase.com. He tweets about PR stunts, campaigns and other media bits and pieces @RichLeighPR

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  • http://twitter.com/AlexJuddz Alex Judd

    Amazing take on a video style that’s been used time and time again. Fantastic way to introduce and remind people of their work with athletes – spot on