VISION FOR THE FUTURE

Mercedes-Benz collaborates with Avatar: The Way of Water

- ALEX LOW

MERCEDES-BENZ is entering the next phase of its strategic brand collaboration with Avatar: The Way of Water and 20th Century Studios that aims to embed themes such as sustainability, mobility of the future, technology, and innovation within an emotional brand experience. The collaboration marks the start of a global co-promotion campaign for the much anticipated movie, Avatar: The Way of Water.

Building upon the campaign idea of “Earth is our Pandora”, the messaging focuses on responsibility to our planet. Exclusive film footage shows Avatar: The Way of Water’s vibrant environmental imagery and locations on earth, evoking a dreamlike sense of otherworldliness. Campaign assets such as the TVC depict fully electric vehicles from MercedesEQ range including the new EQE SUV. The campaign will play out across key Mercedes-Benz markets worldwide, with assets covering TV, cinema, digital and social media. The co-promotion campaign completes a circle which debuted with the VISION AVTR concept vehicle, which was inspired by the world of AVATAR.

“Avatar is one of the most successful film franchises in the world with a message that is also central to the Mercedes ethos and the targets set out in our ‘Ambition 2039’. We share the belief that we need a more respectful approach to nature and that we must conserve its resources. This copromotion with Avatar: The Way of Water is part of our journey as a company, and we salute the narrative of the Avatar story on the need to strike a balance between environmental, economic, and social interests. It is a source of inspiration as we pursue our sustainable business strategy,” says Ola Källenius, Chief Executive Officer of MercedesBenz Group AG.