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Audi, Razorfish celebrate T-Rex's comeback in a new digital campaign

17-September-2016
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Audi, Razorfish celebrate T-Rex's comeback in a new digital campaign

Audi in association with digital agency-Razorfish has launched a new campaign where it has placed piloted driving in the context of the ‘T-Rex’ social media hype.

Michael Finke, Head of the International Creative Department, Audi AG said, “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.”

The Tyrannosaurus Rex was regarded as one of the most dangerous dinosaurs ever to walk the earth. Nonetheless, due to its short arms, it has become a running gag on social media. In Audi’s new video, the T-Rex talks openly for the first time about how this humiliation has changed its life. After several sad sequences showing his unremitting decline, the surprising solution, and the T-Rex’s redemption, is finally revealed: piloted driving from Audi.

Sascha Martini, CEO, Razorfish Germany said,“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). 

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