Luxury automotive manufacturer Land Rover has revealed it is behind ‘Classified’, the latest online film series from Emirati Film Director and Producer Ali F. Mostafa. The unique 5-episode series, broadcast exclusively on MBC.net, was commissioned by Land Rover to celebrate the launch of the new Range Rover Evoque in the Middle East region. In a bold move away from traditional product placement, Land Rover worked with Range Rover Evoque brand ambassador and City of Life director Ali Mostafa to create a thrilling and exciting online film series in which the car is featured as a main character, with an integral role in the overall storyline.
The series, which was shot in a mix of Arabic and English with subtitles, is a dramatic thriller miniseries, produced with the same standards of a feature film, including suspense, action, drama as well as elements of humour. The story follows the adventures of three friends – Adam, Badr and Fadi – in a variety of dramatic situations, played out over five episodes that were shot on location in the region. The Range Rover Evoque is subtly featured throughout the series in a variety of thrilling scenes including a high-speed car chase in which Director Mostafa acted as a stunt double.
Robin Colgan, Managing Director, Jaguar Land Rover MENAP commented “Classified perfectly embodies the unique Range Rover Evoque launch strategy to partner with ‘City Shapers’ such as Ali Mostafa who have helped shape the cities they live in. With the Range Rover Evoque we are targeting a completely new type of urban, stylish consumer. Our goal with this online series was to create compelling content which would engage and excite this new audience, and make it accessible for them to consume and share. Ali Mostafa was the perfect creative force behind this, and we are blown away with the reception we’ve had so far from across the Arab world.”
Ali Mostafa added “As a film maker, I am always looking for new and exciting projects. When I was approached by Land Rover and MBC to collaborate with them to direct an online film series for the region I said yes immediately. I can honestly say this has been a challenging yet fulfilling project, and I’m honoured by the amount of positive feedback we’ve received.”
Mostafa’s multi tiered brand ambassadorship with Range Rover is part of the unique global Range Rover Evoque launch strategy to partner with ‘City Shapers’ from the world of fashion, design, music and film, who have helped shape the cities they live in. The campaign, which has touched every corner of the globe from San Paolo to Shanghai, is designed to engage and generate buzz and excitement amongst Range Rover Evoque target audiences, and communicate its unique urban and stylish credentials. In addition to ‘Classified’, Mostafa is also creating an independent short video to be viewed at Range Rover Evoque events before being released virally through online channels in the run up to launch.
The Range Rover Evoque is the smallest, lightest and most fuel efficient model to date, and will be on sale in showrooms in Dubai and across the region from November 2011.
‘Classified’ premiered on 28th September 2011 on MBC.net/classified, with the penultimate 4th episode broadcasting at 10pm (UAE time) on Wednesday 19th October, followed by the 5th and final episode at the same time on Wednesday 26th October.
