IN A move sure to leave fans of the 1990s Spielberg movie Jurassic Park quivering by their web browser, German manufacturer Audi has channelled their inner dinosaur for an online campaign designed to promote their piloted driving technology.

The Tyrannosaurus Rex was the most dangerous dinosaur, but because of its short arms has been the butt of ongoing jokes on social media. In the Audi video a T-Rex shares its feelings on how this relentless humiliation led to a debilitating spiral into depression – until piloted driving from Audi completes its world.

According to the head of Audi’s international creative department in Germany, Michael Finke, “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”.

By all reports Audi’s piloted driving technology is already progressing well. The production values of this promotional video are high and, who knows, it might just convey the gentle expression of the “emotional journey” involved in developing piloted driving to a whole new audience.

It is possible, just possible, however that those behind this campaign either neglected their medication or spent too long thinking on this brief – or both.

Comment by Daniel Cotterill