Mercedes boosts green credentials with ad linked to ‘Avatar’ sequel


Just as &#x201CBlack Panther&#x201D advertising reaches a crescendo, the model buzz has begun for the calendar year&#x2019s upcoming mega-blockbuster, &#x201CAvatar.&#x201D Mercedes-Benz debuted a co-marketing marketing campaign with the sci-fi sequel, identified as &#x201CAvatar: The Way of Drinking water,&#x201D which hits theaters Dec. 16.

The work, established in partnership with Avatar&#x2019s motion picture studio 20th Century Studios, will operate globally and plug Mercedes&#x2019 elective motor vehicle lineup, like the Mercedes-EQ and EQE crossover. Advertisements will operate on Tv set, in cinemas as nicely as electronic and social media.

An advertisement launched Friday exhibits a girl currently being transported from a parking great deal into Avatar&#x2019s fantastical globe, stuffed with tropical forests, traveling creatures and unique sea existence. The tagline, &#x201CEarth is Our Pandora,&#x201D is aimed at linking Mercedes with environmental results in when also serving as a movie reference &#x2014 Pandora is the title of the fictional earth invaded by the U.S. Armed Forces in research of minerals in the authentic motion picture, established in the calendar year 2154.&#xA0

The advertisement was established by Staff X, Omnicom Group’s focused Mercedes company.

&#x201CAvatar,&#x201D which opened in 2009, went on to turn into a main box workplace strike. It stays the maximum-grossing movie of all time, raking in a lot more than $two.eight billion, according to Hollywood Reporter.&#xA0

That established the phase for main model fascination in the sequel. It is directed by James Cameron just like the authentic, and tells the tale of the Sully family members and &#x201Cthe hassle that follows them, the lengths they go to continue to keep each individual other safe and sound, the battles they combat to remain alive, and the tragedies they endure,&#x201D in accordance to the motion picture&#x2019s web-site.&#xA0

The 1st motion picture was praised by critics for tackling heady themes. &#x201CIt has a flat-out Inexperienced and anti-war information,&#x201D Roger Ebert wrote in a 2009 review.

Mercedes is latching on to these progressive ideas in an endeavor to advertise a company software identified as Ambition 2039, which contains a pledge to be carbon-neutral by 2039 by means of plans this sort of as changing its fleet to all-electrical automobiles by the finish of the ten years.&#xA0

&#x201CAvatar is a single of the most effective movie franchises in the globe with a information that is also central to the Mercedes ethos and the targets established out in our &#x2018Ambition 2039.&#x2019 We share the perception that we require a a lot more respectful tactic to mother nature and that we should preserve its means,&#x201D Mercedes CEO Ola Ka&#x308llenius claimed in a assertion.

The automaker bought an early soar on the Avatar advertising &#x2014 at CES in 2020, it debuted a notion vehicle identified as Vision AVTR in partnership with the movie. The motor vehicle, which stands for Sophisticated Car or truck Transformation, envisions an autonomous vehicle that &#x201Cenables a fully new conversation involving guy, device and mother nature,&#x201D in accordance to Mercedes. It is manufactured from sustainable elements this sort of as vegan leather-based and has attributes like a console manage that when touched by a human &#x201Ccomes to existence and the motor vehicle acknowledges them by their coronary heart amount.&#x201D

Avatar&#x2019s December launch follows this thirty day period&#x2019s debut of &#x201CBlack Panther: Wakanda Endlessly,&#x201D a different sequel that drew main model fascination. So considerably these advertising bets look to be spending off. As reported this week by Ad Age, co-branded discounts with the motion picture are developing billions of Tv set impressions, led by Concentrate on, Lexus, Sprite, Mastercard and McDonald&#x2019s.

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