Jupiler is apparently the extreme sports beer

I like Jupiler less now. I get the distinct impression that this campaign is the end result of an orgy of high fives after a 'let's work things out' rockclimbing session with executives from Jupiler and the add agency. Glistening sweat, subtle homo-erotic tension, one of the Jupiler guys, out of shape, slips, the rope tightens, saved by the ad agency. While eating sandwiches at the top, the agreement is made. This is why you have to see this. Thanks, male bonding.