Mercedes-Benz entered the next phase of its strategic brand collaboration with AVATAR: THE WAY OF WATER and 20th Century Studios that aimed to embed themes such as sustainability, mobility of the future, technology and innovation within an emotional brand experience.
Nov. 18th marked the start of a global co-promotion campaign for the much-anticipated movie AVATAR: THE WAY OF WATER from 20th Century Studios which opened in theatres on December 16.
Building upon the campaign idea of “Earth is our Pandora”, the messaging focused on responsibility to our planet – reinforcing the central Mercedes‑Benz corporate messaging “Every action counts. Join our journey to a fully electric future.”
Exclusive film footage shows AVATAR: THE WAY OF WATER’s vibrant environmental imagery and locations on earth to evoke a dreamlike sense of otherworldliness. Campaign assets such as the TVC depicted fully electric vehicles from Mercedes‑EQ including the new EQE SUV.
The campaign played out across key Mercedes-Benz markets worldwide, with assets covering TV, cinema, digital and social media. Co-promotional campaign assets were available in 30, 20, 15 and 10-second lengths. The co-promotion campaign completed a circle which debuted with the VISION AVTR concept vehicle, which was inspired by the world of AVATAR.
Nov 30, 2022
Dec 1, 2022