From "A to B", Land Rover crosses the Emirates in new film

Published May 27th, 2013 - 06:39 GMT
Range Rover Evoque brand ambassador Ali F. Mostafa announced major new project at Cannes Film Festival.
Range Rover Evoque brand ambassador Ali F. Mostafa announced major new project at Cannes Film Festival.

Land Rover Mena will work with Emirati film-maker Ali F Mostafa on his new feature film A to B, it has been announced.   The film, described as a heart-wrenching yet humorous road-movie, will begin production in the UAE in October of this year.  

The tie-up follows Land Rover’s successful collaboration on the mini-series Classified with Mostafa.  

While Land Rover vehicles have featured in many iconic international films including the recent James Bond movie Skyfall, A to B is the first time product placement will play such a major role in a UAE-made film, a statement said.  

The announcement of the movie, which is supported by twofour54, was made at the Cannes Film Festival last week.

Joining the young Emirati director Ali F Mostafa on the project are some of the Arab film industry’s brightest stars including Saudi film producer Mohammed Al Turki, who produced the recent international hit Arbitrage, Egyptian writer and producer Mohamed Hefzy and multi-award winning Lebanese producer Paul Baboudjian.   

The collaboration between Land Rover and the Emirati film maker is an extension of an existing regional ambassadorship programme with Mostafa which started as part of the brand’s global strategy to partner with celebrities from the world of fashion, design, music and film for the launch of the Range Rover Evoque, the statement said.   

Robin Colgan, managing director of Jaguar Land Rover Middle East & North Africa, said: “Land Rover’s collaboration with Ali Mostafa has allowed us to harness his unique creativity, style and film-making expertise to achieve one of our most successful launches in recent years. We are delighted to have been alongside Mostafa in Cannes for the announcement of Land Rover’s involvement in A to B, and I have no doubt that starring in his latest film will take Range Rover Evoque’s fame to even greater heights.”  

Production will begin at the end of October, with a six-week shoot planned across the region, including Abu Dhabi, Oman, Jordan and Lebanon. The movie will feature cameo appearances by leading stars from across the Arab world.

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