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