Mercedes-Benz collaborates with a fictional film that tackles real issues.
The new Avatar: The Way of Water film will be released in theaters in December, and its story has the important theme of respecting nature and preserving it as best we can as a society. As automotive brands around the world have made a noticeable shift towards sustainability, that has become quite the common, poignant, and relevant theme in the automotive industry as well, and Mercedes-Benz is certainly one of those brands. Mercedes-Benz has set important sustainability targets in its “Ambition 2039” plan, and in doing so, the brand heavily identifies with the film’s theme and message.
Mercedes-Benz has collaborated with the new Avatar movie with a new concept vehicle called the Mercedes-Benz VISION AVTR, inspired by the film franchise and created as a partnership between Lightstorm Enteratainment and Mercedes-Benz’s own designers. The concept uses biometric connection to make the car into an extension of its driver, with 33 bionic flaps on the body that are able to create communicative gestures based on the driver. The theme of the joint promotional campaign is “Earth is our Pandora” and it shows that even fiction can teach important lessons and provide inspiration for the automotive industry.