Audi are using a popular internet meme to arouse humour in its latest spot about driverless technology.
Once upon a time Tyrannosaurus Rex was regarded as one of the most dangerous critters to ever roam the world, striking fear into the hearts of less toothy dinosaurs with one incredibly cranky growl.
But since those glorious days when T-Rex was the "king of the world", and particularly after the advent of social media, the going has been tough for one of nature's most impressive natural killing machines.
T-Rex is constantly ridiculed on Twitter/Facebook/Internet of Things for those rather piddly and pointless little arms. And it has been crushing.
For the first time, T-Rex has opened up about how this humiliation has changed its life. And Audi, in partnership with Razorfish, has a solution to help T-Rex overcome one his obvious shortcomings and make a comeback to society – a driverless car.
This amusing spot uses humor and a popular internet meme to showcase the awesome technology of a Audi's piloted car. Audi, Google, Mercedes, Tesla and others are in the technology equivalent of an arms race to nail the next evolution of automotive technology.
“In presenting our activities in the area of piloted driving, we have previously always placed the primary focus on technology and performance. We are now addressing the subject from a completely different emotional side. With the T-Rex meme, Razorfish has found the perfect angle for this," said Audi head of the international creative department Michael Finke.
Razorfish Germany chief executive Sascha Martini adds: “With ‘The Comeback’ Audi has allowed us to create a work that not only picks up on a popular internet meme, but also adds a new dimension to it. This shows the brand’s great understanding and enthusiasm for social media.”
The T-Rex was brought to life by Stink Berlin (production) and Sehnsucht (CGI animation).
