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It's not easy for advertisers to get attention nowadays. There are too many distractions. That's why brands need to up the ante and risk someone actually perishing during a marketing stunt. Honda tried to build some suspense in 2008 around the dangerous aspects of having 19 skydivers spell out the brand's name in a live TV ad. Red Bull, of course, is taking this to a new level. It is having an Austrian daredevil, with the appropriate sobriquet Fearless Felix, do a 120,000-foot skydive.
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