Just as “Black Panther” marketing reaches a crescendo, the brand hype has started for the year’s next mega-blockbuster, “Avatar.” Mercedes-Benz debuted a co-promotional campaign with the sci-fi sequel, called “Avatar: The Way of Water,” which hits theaters Dec. 16.
The effort, created in partnership with Avatar’s movie studio 20th Century Studios, will run globally and plug Mercedes’ elective vehicle lineup, including the Mercedes-EQ and EQE crossover. Ads will run on TV, in cinemas as well as digital and social media.
An ad released Friday shows a woman being transported from a parking lot into Avatar’s fantastical world, filled with tropical forests, flying creatures and exotic sea life. The tagline, “Earth is Our Pandora,” is aimed at linking Mercedes with environmental causes while also serving as a film reference — Pandora is the name of the fictional planet invaded by the U.S. Armed Forces in search of minerals in the original movie, set in the year 2154.
The ad was created by Team X, Omnicom Group's dedicated Mercedes agency.