Emotionally charged video speaks volumes without one word being mentioned

It’s no secret that the Middle East is a market that’s near and dear to Ferrari’s heart. It’s not Ferrari’s biggest market - Giulio Zauner, general manager of Ferrari Middle East and Africa, said in December 2015 that the region only accounts for about eight percent of Ferrari production - but it’s arguably one of the most important ones. Zanier attributed that to the high degree of customization of Ferrari cars in the region, especially in the Saudi and UAE markets.

Knowing how the company’s profile has grown exponentially in the area, Ferrari has taken the time out of its busy schedule to release a video that pays tribute to the love affair between the Italian automaker and its loyal clientele in the Middle East. The video is aptly called “Deserto Rosso” - Italian for “Red Desert” - and it signifies the iconic color of Ferrari and the breathtaking sand dunes of some of the world’s most spectacular deserts.

The automaker spared no expense in creating the video, as you can expect from a company like Ferrari. Apparently, it was shot in the deserts surrounding the Liwa Oasis with Ferrari bringing along a pair of California T models to drive around the terrain of the Rub’ al Khali, otherwise known as the Empty Quarter, from sunrise to sunset to cover the whole experience of driving in such a beautiful and identifiable location. It’s arguably one of the best promotional videos that Ferrari has created in a long time. That’s high praise considering that Maranello is famous for its evocative and emotionally stimulating promo videos.

Check it out and rest assured, you’re going to appreciate the lengths by which Ferrari made the video, all because it wanted to tip its hat to one of its most important markets.

Ferrari California T

2015 - 2016 Ferrari California T High Resolution Exterior Wallpaper quality
- image 541914

Read our full review on the Ferrari California T here.

Press Release

Ferrari pays tribute to the deep-rooted traditions of the Middle East Region with “Deserto Rosso”, a breathtaking video showcasing the majestic beauty of the desert celebrated by the stunning design of its cars.

Ferrari Pays Tribute to the Middle East With "Deserto Rosso:" Video High Resolution Exterior
- image 663912

The phrase Deserto Rosso is Italian for ‘Red Desert’, evoking both the crimson dunes of Arabia’s deepest deserts and Ferrari’s signature color which has stoked the passions of speed lovers for decades around the world.

Captured in the deserts surrounding the Liwa Oasis, home to some of the highest sand dunes in the world, the film is set over 24 hours, from sunrise to sunset, depicting two California T models gracefully navigating the terrain of the mystical ‘Empty Quarter’, or Rub’ al Khali as it’s known locally.

The video showcases the sublime elegance, sportiness, innovation and exclusivity that has distinguished every California model since the 1950s, and lovingly embraces its subject theme, celebrating the breathtaking beauty and sublime diversity of the desert environment; a natural home for the iconic and utterly unique California T model.

View the full press release Hide press release
Press release
What do you think?
Show Comments
Car Finder: