Rubrik and Ludacris Team Up with Thinkmojo in Hilarious New Ad, “Rewind It Back”

SAN FRANCISCO--(BUSINESS WIRE)--When Rubrik set out to introduce Rubrik Agent Rewind, its new capability that lets companies monitor, control, and “rewind” the unwanted actions of their AI agents, the company turned to a legendary expert in rewinding things back: Ludacris.

In a new campaign conceived by Thinkmojo, developed in collaboration with Rubrik, and directed by Ron Small, a fictional company launches AI agents but then notices them doing “some pretty weird things”, like obsessively ordering paperclips and giving millions of dollars in refunds. So they get Rubrik, the Security and AI Operations Company. But Rubrik doesn’t just send software. They send Ludacris. What follows is both comedy and earworm, as Ludacris storms through the office to the beat of his iconic Usher/Lil John collab hit, “Yeah”, demanding that rogue AI agents “Take that and rewind it back.” Part office comedy, part music video, and powered by Ludacris’ unique charm and charisma, the ad makes Rubrik’s innovative capability easy to understand and impossible to forget.

"We needed to create an ad that matched the magnitude of this product and the transformative AI moment—and we needed someone who could transform a complex technical concept into something instantly relatable," said Samar Basravi, Chief of Staff, Strategic Marketing at Rubrik. "Ludacris's association with that phrase is iconic. When he embodies Rubrik Agent Rewind and tells an AI agent to 'take that and rewind it back,' the message is immediately clear—and so is why Rubrik Agent Rewind matters.”

The ad, and the product, come at a pivotal moment for AI-forward companies. “AI agents are creating tremendous opportunity, but they’re also introducing real operational risk,” said John Koo, Chief Marketing Officer at Rubrik. “With Rubrik Agent Rewind, customers can move fast without fearing that an AI agent will make an irreversible mistake. To introduce such a powerful capability, we wanted a campaign that was equally powerful and equally memorable. Ludacris brought that energy and then some.”

For Thinkmojo, the ad is just the latest example of their ability to turn complex products into simple, memorable campaigns.

“For a product this innovative, we knew the creative had to be big, fast, and unmistakably clear,” said Yann Lhomme, CEO of Thinkmojo. “By drawing a parallel between Rubrik’s new capability and one of Ludacris’ most iconic lyrics, we made a complicated technology immediately accessible. That’s the job: translate breakthrough engineering into unforgettable storytelling.”

About Rubrik

Rubrik (RBRK), the Security and AI Operations Company, leads at the intersection of data protection, cyber resilience, and enterprise AI acceleration. Rubrik Security Cloud delivers complete cyber resilience by securing, monitoring, and recovering data, identities, and workloads across clouds. Rubrik Agent Cloud accelerates trusted AI agent deployments at scale by monitoring and auditing agentic actions, enforcing real-time guardrails, fine-tuning for accuracy and undoing agentic mistakes. For more information, please visit www.rubrik.com and follow @rubrikInc on X (formerly Twitter) and Rubrik on LinkedIn.

About Thinkmojo

Thinkmojo is a creative agency specializing in narrative-driven campaigns for leading technology companies. Combining strategic insight, clear storytelling, and cinematic production, Thinkmojo helps brands turn complex technical breakthroughs into compelling, unforgettable creative work.