WATCH: T-Rex rediscovers joy through Audi self-driving car

/ 02:53 PM September 16, 2016

How does a car company like Audi market a new self-driving car? With a T-Rex, one of the most iconic dinosaurs in history, of course.


A rather creative piece of marketing, the concept revolves around a T-Rex, once feared and respected as a great dinosaur, which has become depressed because either people are too afraid of him or ridicule him for his short arms, reports Creativity Online.

The online spot then transitions to T-Rex’s meeting with Audi’s piloted car and from then on he rediscovers the joy and thirst for life.


Made by Razorfish and directed by Stink’s Stephan Waver, the video is a unique way of introducing a new technology.

German animation studio Sehsucht said, “The biggest challenge was to make the dinosaur look depressed. A T-Rex is a rather stiff character and there is not a lot of variety on expression and gestures the animators could use in order to bring out the sadness. The interview scene in particular was not easy. There is a very thin line between making it look natural rather than awkward.”

The T-Rex certainly did seem quite dejected but once he got on that Audi car and took it for a spin, the smile on its face was undeniable.  Alfred Bayle

TOPICS: Audi, Audi piloted car, online spot, self-driving car, T. rex
Read Next
Don't miss out on the latest news and information.
View comments

Subscribe to INQUIRER PLUS to get access to The Philippine Daily Inquirer & other 70+ titles, share up to 5 gadgets, listen to the news, download as early as 4am & share articles on social media. Call 896 6000.

For feedback, complaints, or inquiries, contact us.

© Copyright 1997-2020 INQUIRER.net | All Rights Reserved

We use cookies to ensure you get the best experience on our website. By continuing, you are agreeing to our use of cookies. To find out more, please click this link.