However, seeing a balding middle aged man with sagging facial features and a complexion achieved only through heavy smoking under the sun doing it for the promotion of a completely unrelated sweetened beverage maker - a product that all sportsmen and adventure folks themselves avoid - in the name of overcoming their fears and living up to the adventure is outrageously absurd. The epitome of unhealthy living and excess selling you to a vision of conformance in the name of an adventure that even the nonconformists couldn't have imagined.
In the time of great anxiety i.e. WTSHTF, the first thing the human body loses control over is bowels. In this case we are being conditioned to relate those moments of bowel-crunching anxiety to consume something that looks much like the end result of your bowels relieving themselves.
But in a way the tagline of the mentioned soda pop maker in justified through these series of ads mixing their product with adventure: It really takes courage to invest in the paraphernalia to lug such a brittle glass bottle, as well as keep it chilled, and ultimately to take a swig and line your mouth with sugar that will not only make you feel the need for water in the near future, but also attract bacteria that can erode away your teeth since brushing would not be a forgotten cause when out in the jungles on an adventure, or trapped halfway between the sky and the earth. Not only that, but in the case things do go wrong after all the projected bravado and you find yourself on the forest or desert floor immobile, the sugar residue on your lips, or the spilled sugar beverage on your clothing, would be the first attraction to the ants who can then proceed to enjoy the sweet-saline sensation inside your mouth as well, or dig deeper into your lips and carve your flesh away. I, indeed, salute you bravehearts who consume the cool.
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