“Avatar,” which opened in 2009, went on to become a major box office hit. It remains the highest-grossing film of all time, raking in more than $2.8 billion, according to Hollywood Reporter.
That set the stage for major brand interest in the sequel. It is directed by James Cameron just like the original, and tells the story of the Sully family and “the trouble that follows them, the lengths they go to keep each other safe, the battles they fight to stay alive, and the tragedies they endure,” according to the movie’s website.
The first movie was praised by critics for tackling heady themes. “It has a flat-out Green and anti-war message,” Roger Ebert wrote in a 2009 review.
Mercedes is latching on to those progressive concepts in an attempt to promote a corporate program called Ambition 2039, which includes a pledge to be carbon-neutral by 2039 through goals such as converting its fleet to all-electric vehicles by the end of the decade.
“Avatar is one of the most successful film franchises in the world with a message that is also central to the Mercedes ethos and the targets set out in our ‘Ambition 2039.’ We share the belief that we need a more respectful approach to nature and that we must conserve its resources,” Mercedes-Benz Group CEO Ola Källenius said in a statement.
