diff --git a/django/contrib/admin/sites.py b/django/contrib/admin/sites.py
index 9dce22e07c..8d7ec139d6 100644
--- a/django/contrib/admin/sites.py
+++ b/django/contrib/admin/sites.py
@@ -123,6 +123,10 @@ class AdminSite(object):
             return self.password_change_done(request)
         elif url == 'jsi18n':
             return self.i18n_javascript(request)
+        # urls starting with 'r/' are for the "show in web" links
+        elif url.startswith('r/'):
+            from django.views.defaults import shortcut
+            return shortcut(request, *url.split('/')[1:])
         else:
             match = USER_CHANGE_PASSWORD_URL_RE.match(url)
             if match: