奥迪的新广告主角是一只忧郁的霸王龙

界面新闻 · 公众号 · 热门自媒体 · 2016-09-19 09:14

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霸王龙OS：穿越到人类社会心好累。

不知道从什么时候开始，早已灭绝的霸王龙被人们发现了一个致命弱点：和魁梧的身躯相比，它的手实在是太太太短了。

讲真，一旦接受了霸王龙原来是个小短手的设定，那个曾经统治地球的霸主形象就再也威武不起来了，小短手让霸王龙立马变得蠢萌了起来！

比如这样：

还有这样：

黑得漂亮！

如果霸王龙泉下有知，内心一定是崩溃的。你也许会好奇，如果霸王龙穿越到现代，会是什么样子？

于是在奥迪的新广告片里，我们看到了一个在人类的嘲讽下对生活森森绝望的霸王龙：曾几何时，它还是地球上的霸主，但现在却沦为了笑柄！用平底锅煎肉却甩到了脸上；在窗口买不了票；健身？额……

</p><p style="margin-top: 20px; margin-bottom: 20px; line-height: 1.75em;">简直是千万年道行一朝散尽。它只能整天宅在家里，一脸的生无可恋。</p><p style="margin-top: 20px; margin-bottom: 20px; line-height: 1.75em;">不过最后，小短手霸王龙发现自己能操控得了的东西居然是——奥迪的自动驾驶汽车。坐在驾驶座上却不用时刻手握方向盘的霸王龙，仿佛重获了自由和尊严，它骄傲地欢呼：我又回来了！</p><figure><img data-src="https://img.100weidu.com/mmbiz_jpg/l4sfibEYR5pWe0yOTiatsyhic9e4uDEPNiaerW7lvibn6qN69JjxJmQaAJ4czd7GlkLeJx1Ubu9qic6vuALP8zUicvxag" style="border: 0px; margin-right: auto; margin-left: auto; vertical-align: baseline; font-family: inherit; font-size: inherit; font-style: inherit; font-variant: inherit; line-height: inherit; display: block; background-position: 0px 50%;" class="" data-type="jpeg" data-ratio="0.5" data-w="580"/><span style="color: rgb(136, 136, 136); font-size: 12px; line-height: 1.75em;">自动驾驶的霸王龙</span></figure><p style="margin-top: 20px; margin-bottom: 20px; line-height: 1.75em;">对于奥迪这种走高大上路线的品牌来说，这种魔幻色彩的脑洞广告并不太多见。而这种幽默却又娓娓道来的细腻风格，居然让不少观众笑中带泪，纷纷感叹，被这只忧郁的的霸王龙戳中了。</p><p style="margin-top: 20px; margin-bottom: 20px; line-height: 1.75em;">这支广告的创意来自机构Razorfish，视觉特效则出自德国的Sehsucht。“最大的挑战是，如何让霸王龙看上去显得很忧郁。”视觉特效的负责人Florian Zachau解释称，“霸王龙通常是一种很呆板严厉的形象，过去很少有表现它忧郁的形象设计。因此要把它的形象设计得既真实，又不那么怪异，是很不容易的。”</p><p style="margin-top: 20px; margin-bottom: 20px; line-height: 1.75em;">用小短手霸王龙作为自动驾驶汽车营销的切入点，算是个不错的创意。近年来，各大汽车厂商，甚至是苹果、谷歌这样的科技公司都在致力于开发汽车的自动驾驶系统。奥迪的自动驾驶系统（Piloted Driving System）实际上距离全自动驾驶仍然有差距，只能在特定条件下使用，在很多情况下都需要人为干预避免危险的发生。不过在一定程度上，奥迪算得上是让用户“解放双手”了。</p><figure><img data-src="https://img.100weidu.com/mmbiz_jpg/l4sfibEYR5pWe0yOTiatsyhic9e4uDEPNiaeNMBVC5icggWmTpvia8LtBVrBiaJF0CLaEFTfXSzthaicS9oycnX8lYE6ZA" style="border: 0px; margin-right: auto; margin-left: auto; vertical-align: baseline; font-family: inherit; font-size: inherit; font-style: inherit; font-variant: inherit; line-height: inherit; display: block; background-position: 0px 50%;" class="" data-type="jpeg" data-ratio="0.5620689655172414" data-w="580"/><span style="color: rgb(136, 136, 136); font-size: 12px; line-height: 1.75em;">奥迪自动驾驶汽车</span></figure><p style="margin-top: 20px; margin-bottom: 20px; line-height: 1.75em;">对于那些对于新鲜事物有强烈好奇心的用户来说，这种脑洞大开的营销方式，正好契合了这种非传统的驾驶方式，也暗示了汽车操作系统的便捷和安全：连小短手的霸王龙都能驾驶，何况是人类？</p><p style="white-space: normal; text-align: center;"><img data-s="300,640" data-type="jpeg" data-src="https://img.100weidu.com/mmbiz/l4sfibEYR5pVmibZRbcJBbRiaXgWmX26jVORy0mV2tRwjZPoEgaHM9r657ueWUiaVdAViaWAjAiaxdJKW7mEuQnsymIQ" data-ratio="1" data-w="226"/><br/><span style="font-size: 14px; color: rgb(136, 136, 136);">这是一个认真研究营销和创意的地方</span></p><p style="white-space: normal; text-align: center;"><span style="font-size: 14px; color: rgb(136, 136, 136);">看你卖（kannimai）</span></p><p style="white-space: normal; text-align: center;"><span style="font-size: 14px; color: rgb(136, 136, 136);"><br/></span></p><p><img data-type="gif" data-src="https://img.100weidu.com/mmbiz_gif/l4sfibEYR5pUf979ZOSA6TqRcPELjZicZo5sJYxcicsfdcNjPpiaE8S9RyQJET6FF1iaqnx3ptoXFnx3UgCsIn6wE3w" data-ratio="0.5628571428571428" data-w="700"/></p><p style="margin-top: 5px; margin-bottom: 5px;"><span style="font-size: 14px; line-height: 22px; background-color: rgb(255, 255, 255);">▽点击“</span><span style="font-size: 14px; line-height: 22px; color: rgb(227, 3, 13); box-sizing: border-box;">阅读原文</span><span style="font-size: 14px; line-height: 22px; background-color: rgb(255, 255, 255);">” 下载界面新闻APP</span></p> </div> </div> </div> </div> <div class="topic_buttons"> <div class="fr gray f11" style="line-height: 12px; padding-top: 3px; text-shadow: 0px 1px 0px #fff;"> </div> </div> </div> <div class="sep5"></div> <div class="box"> <div class="cell"> <script async src="//pagead2.googlesyndication.com/pagead/js/adsbygoogle.js"></script>  <ins class="adsbygoogle" style="display:block" data-ad-client="ca-pub-1837452791782084" data-ad-slot="8042312523" data-ad-format="auto" data-full-width-responsive="true"></ins> <script> (adsbygoogle = window.adsbygoogle || []).push({}); </script> </div> </div> <div class="sep5"></div> <div class="sep10"></div> <div class="box"> <div class="cell"> <span class="gray">推荐文章</span> </div> <div class="cell"> <table cellpadding="0" cellspacing="0" border="0" width="100%"> <tbody> <tr> <td width="32" valign="top" align="center"> <img src="http://img2.jintiankansha.me/get?src=http://mmbiz.qpic.cn/mmbiz_jpg/I0y5GhSOx6TFnL84vQfID7BDWiaKicPMjK5UcMuK45vtG5FRY7m5sZzXASMzZ5ur6RqqKOZc3q4VU4FnTXAvGJBg/0?wx_fmt=jpeg" referrerpolicy="no-referrer" class="avatar" style="max-width: 32px; 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奥迪的新广告 主角是一只忧郁的霸王龙

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奥迪的新广告主角是一只忧郁的霸王龙