Razorfish brings T-Rex meme to life in new Audi campaign

Audi has unveiled new campaign ‘The Comeback’ by Razorfish which returns the T-Rex to his former glory, as one of the most dangerous dinosaurs ever to walk the Earth, guided by Audi’s piloted driving.

The campaign, which focuses on the emotional journey associated with the new pilot technology, features a T-Rex who talks about his decline from fierce creature to social media joke because of his short arms.

The video spot shows the dinosaur as he fails to make his bed, cook a meal and reach for a ticket at the station, showing how humiliated he is at his inability to do day to day activities.audi_thecomeback_5By using the T-Rex social media meme, Audi aims to show the how it autopilot drive function is about more than just new technology and high performance.

Michael Finke, head of the international creative department at 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.”


Sascha Martini, CEO of 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 campaign will be pushed out through paid, earned and owned digital channels.


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