In June, we commemorated the U.S. premiere of Jurassic Park, which was first shown in cinemas in 1993. This legendary sci-fi film, directed by Steven Spielberg, was based on the novel of the same name by Michael Crichton. The film was produced by Universal Pictures.
Filming took place primarily in Hawaii and California. The special effects used in Jurassic Park marked a revolution in the film industry and are still considered one of the greatest milestones in the history of visual effects. Director Steven Spielberg and the creators from Industrial Light & Magic (ILM) and Stan Winston Studio were the first to successfully combine CGI animation with animatronics, which made it possible to create convincing and lifelike dinosaurs.
This breakthrough had a tremendous impact on the world of film. Jurassic Park inspired generations of filmmakers who realised that digital effects could significantly expand the possibilities of storytelling. But the inspiration didn’t stop at the cinema. The film’s visual style and the dinosaurs created for Jurassic Park also became a model for television advertising and other marketing activities. Brands like Jeep, Audi, and Dairy Queen have used dinosaurs as symbols of power, nostalgia, or fun.
Now, with the release of the new film Jurassic World: Rebirth in cinemas, the advertising spiral has begun spinning once again. Let’s take a look at some TV ads inspired by the world of dinosaurs.
Jeep has a dinosaur as a pet
Imagine stepping outside one morning and finding a freshly hatched dinosaur on your front lawn. That’s exactly how Jeep’s ad spot begins, claiming that its Jeep Wrangler 4xe electric vehicles are ready for any adventure—even one as chaotic as the plot of Jurassic World: Dominion. After watching the ad, who wouldn’t want to take a ride in a Jeep with a prehistoric pet?
Video: Jeep – Jurassic World Dominion
But that’s not the only Jeep ad inspired by dinosaurs. In 2018, a ‘Jurassic’ ad for the Jeep Wrangler appeared during the Super Bowl. It featured Jeff Goldblum, who played Dr. Ian Malcolm in the Jurassic Park film series.
Video: Jeep – Jurassic
Jeep, of course, did not miss the opportunity presented by the current premiere of the new film Jurassic World: Rebirth and launched a campaign called 'Jurassic Trail Rated'. Although the new film has so far received mostly negative reviews and complaints about clichés and a lack of new ideas, dinosaurs still seem to resonate with audiences. According to analytical forecasts, the five-day opening in the U.S. could bring in up to $127 million, with the global total potentially reaching $260 million. Therefore, it is likely that Jeep’s dinosaur-themed move will pay off as well.
Video: Jeep – Jurassic Trail Rated
Audi lifts the T-Rex’s blues
Jeep is not the only automotive brand fascinated by dinosaurs. Audi also capitalised on dinosaur charisma by casting a Tyrannosaurus rex in the leading role. In the ad, the T-Rex shows that even beneath a tough exterior, there can be a sensitive side. However, the anxieties and crises the dinosaur experiences are ultimately resolved—thanks to Audi’s autonomous driving. The humanised T-Rex calmly and wisely tells his story, which is both comedic and dramatic at the same time. The ad depicts everyday situations in which the T-Rex is clearly limited due to his short arms—from struggling to withdraw money from an ATM to being unable to protect his private parts during a football match. The narrator’s voice and the music help place the story within a dramatic genre, evoking an ironic effect on one hand and sadness and empathy on the other. “I felt like the king of the world, could walk out the door, and I terrified people. (…) And then one day, boom! (…) I became a laughingstock. I lost the lust for life that I had. (…) And one day I’m walking along this road and there it is – piloted driving. It’s quite hard to convey the feelings that one has. Magic is the feeling I had. It was absolute magic.”
Video: Audi – TRex The Comeback
Dairy Queen offers adventure in every bite
A humorous ad from Dairy Queen for the refreshing snack Dairy Queen Jurassic Smash Blizzard—which is a combination of vanilla ice cream with chocolate chunks, peanut butter, and chocolate chip cookie dough—features a man who remains completely unfazed by dinosaurs causing perfect chaos outside and decides to enjoy his order inside the bistro. The ad was released to coincide with the premiere of Jurassic World in 2015.
Video: Dairy Queen Jurassic Smash Blizzard
The ad clearly proved successful, as in 2018, another spot inspired by the dinosaur world followed with the release of Jurassic World: Fallen Kingdom.
Video: Dairy Queen – Jurassic Chomp Blizzard
Carl's Jr. attracts dinosaurs
It seems that dinosaurs are addicted to fast food. In 2022, they attacked a Carl’s Jr. restaurant. The fast-food chain promoted its Angus Thickburger and Beyond Wraptor Burger, inspired by prehistoric reptiles, through an ad that also invited viewers to see the film Jurassic World: Dominion in theatres.
Video: Carl's Jr. Primal Menu – Jurassic World Dominion
Besides this somewhat dramatic spot, Carl’s Jr. also released another, somewhat more gentle ad. And why wouldn’t they, when it stars a majestic yet cute and clumsy brachiosaurus?
Video: Carl's Jr. Primal Menu – Jurassic World Dominion: Silver Lining
AstraZeneca urges asthmatics to leave the dinosaur behind
In 2024, the pharmaceutical giant introduced Walter, a small T-Rex, as the face of the campaign for the drug Airsupra. Walter, who seems to crawl after an asthma patient, clumsily squeezes into an elevator and a doctor's office. However, once Walter’s human friend receives the prescribed Airsupra inhaler, the dinosaur hops into a taxi, waves goodbye, and leaves—replaced by a more modern asthma treatment. According to AstraZeneca, unlike older medications, Airsupra not only treats symptoms but also helps prevent attacks.
Video: AstraZeneca – Airsupra
Dinosaurs never lose their attraction
The Jurassic Park film series offers brands and advertisers a great opportunity to combine cutting-edge film aesthetics with commercial creativity. Visually stunning special effects and iconic motifs—ranging from the thunderous footsteps of the Tyrannosaurus to the dramatic musical score—can turn even a short ad spot into a memorable experience for viewers. For brands, this means the chance to instantly capture attention.
The dinosaur theme also appeals to a wide audience—both older viewers who nostalgically remember the first film from 1993, and children fascinated by prehistory, as well as fans of the modern blockbuster world.
The usual promotion of ice cream, cars, or inhalers can thus be transformed into an engaging micro-story full of suspense and cinematic magic, which advertisers can present to viewers through television screens, ensuring that their brand sticks in the minds of potential customers. Who could resist dinosaurs?