This commercial from KPMG captures the essence of Risk Management. Taking Risks throughout the day, but only to the extent that your risk appetite allows you to. (The last shot in the commercial, where the couple decide not to jump down the building given the huge fall, shows that not all risks need to be undertaken). But throughout the commercial, the duo are jumping and running around all objects, all of which is within their appetite. I think the commerical is well made and brings across a strong message. "Take risks to turn them to your advantage, but within your overall risk appetite.