On the 12th day of its release, the film ‘Avatar 2’ has attracted 5 million viewers. The fact that Mercedes-Benz supported the production of this film has become a hot topic. Surprisingly, not a single car appears in Avatar 2. Nevertheless, Mercedes actively supported the film’s production.
In the lead-up to the film’s premiere, Mercedes has been conducting a joint campaign with the distributor, 20th Century Studios, focusing on sustainability, future mobility, technology, and innovation. The campaign video is currently airing as a TV commercial.
The common theme between Mercedes and Avatar 2 is the environment. They emphasize a shared slogan of “sustainable growth under the coexistence of humanity and nature.”
During the making of the Avatar film, Mercedes took inspiration from it to create a concept car called the ‘Vision AVTR.’ The Vision AVTR was unveiled at CES 2020 and moves through the gestures and emotions of its occupants. Just as the Na’vi in Avatar connect with animals, this concept car suggests a future where people will no longer need to drive, but can interact and control their vehicles through empathy.
In line with its inspiration from the film, the seats of the Vision AVTR are made from recycled plastics, and the flooring uses Indonesian wood. It interacts with the surrounding environment, allowing it to immediately communicate the mood and state of the occupant to nearby drivers.
The message Mercedes conveys through Avatar is one of ‘sustainable future.’ This aligns with Mercedes’ brand slogan. The collaboration between Mercedes and Avatar 2 is significantly different from traditional product placements that merely showcase the beautiful design and extraordinary performance of cars in films. This notable partnership focuses on the ‘values’ that the film aims to express, such as ‘sustainable future’ and ‘coexistence of humanity and nature,’ and seeks to share their meaning.
By Sangjin (daedusj@autodiary.kr)