Rubrik has decided that if companies need help rewinding the questionable decisions of their AI agents, they might as well hear it from the man who made “rewind it back” a cultural staple. In a new, high-energy campaign, the Security and AI Operations company partnered with rapper and actor Ludacris to introduce Rubrik Agent Rewind, a hardware-free capability designed to monitor, control, and reverse unwanted AI behavior before it can cause damage.

The result is equal parts B2B marketing, office satire, and early-2000s nostalgia—and surprisingly effective.

Developed by Thinkmojo and directed by Ron Small, the ad lands in a fictional office where newly deployed AI agents go off the rails. One obsessively orders paperclips, another hands out massive refunds. Instead of sending a technician, Rubrik sends Ludacris himself. Moving through the office to the unmistakable beat of “Yeah,” he delivers the product promise with comedic precision: “Take that and rewind it back.”

The bit works because it makes a deeply technical concept instantly clear. Companies can now roll back AI agent actions with the ease—and confidence—of undoing a mistake.

Making AI Safety Relatable

Samar Basravi, Rubrik’s Chief of Staff, Strategic Marketing, said the team needed a campaign large enough to match the significance of the product and the pace of the AI era. Choosing Ludacris wasn’t a gimmick; it was a strategic shortcut to universal comprehension. His signature line conveys the essence of Rubrik Agent Rewind in seconds.

The tool arrives as AI agents move from experimental to operational roles inside enterprises. As adoption accelerates, so does risk—from runaway automation to unexpected chain-of-thought logic that can trigger high-impact errors. Companies need guardrails that feel as modern as the tech they’re managing.

The Stakes for AI-Driven Businesses

John Koo, Rubrik’s CMO, said the capability gives customers a way to innovate without losing sleep. “AI agents create tremendous opportunity,” he noted, “but they’re also introducing real operational risk.” Agent Rewind offers a safety mechanism that lets companies roll back mistakes before they become irreversible—an insurance policy for autonomous decision-making.

By framing the feature as something simple and even fun, Rubrik is positioning itself as the AI ops platform that not only protects data but also protects workflows in real time.

Turning Complexity Into Culture

For Thinkmojo, the campaign is a continuation of its work translating complex technologies into punchy, consumer-grade storytelling. CEO Yann Lhomme said the team needed a concept that was bold, fast, and unmistakably clear. Tying the feature to an iconic lyric made the technology accessible and instantly memorable—rare achievements in B2B software marketing.

It’s also a sign of the direction enterprise tech advertising is heading. As AI becomes mainstream and capabilities become harder to differentiate, storytelling—not specs—will decide who stands out. Rubrik’s campaign proves that even dense AI safety features can break into pop culture when packaged with the right hook.

And if the message wasn’t clear enough, Ludacris makes sure you won’t forget it: when your AI goes rogue, “rewind it back.”