The new normal

You’ve no doubt heard about the guy who is trying to set a world record for free falling  by jumping out of a high altitude balloon from 23 miles in space.

It’s a stunt designed by Red Bull, the energy drink.

It’s also the latest example of advertisers trying to find ways to grab our attention, understanding that none of us watch TV commercials any more — at least ones that aren’t death-defying.

Like this spot from Volvo, which has never aired on TV in the US, but which has now racked up more than 6 million views on YouTube:

The content is the commercial now.