Ferrari roars into life with Abu Dhabi TVC partnership

The iconic car brand has made a short-form video in Abu Dhabi attracted by the generous cashback on offer from its film commission, writes Campaign Middle East editor Justin Harper


Ferrari has become the latest global brand to choose Abu Dhabi as the location to shoot a TV commercial (TVC). The iconic luxury sports car manufacturer filmed an advert for its latest model, the Ferrari 296 GTB, in Abu Dhabi showcasing the sleek beauty and impressive power of the mid-rear-engine two-seater sports berlinetta concept.

The production, which involved 20 crew, was supported by Abu Dhabi Film Commission (ADFC) and benefited from its 30 per cent Cashback Express TVC Rebate, the only such scheme for TVCs in the region. ADFC also provided support with scouting locations and obtaining permits for shooting.

Ferrari is the latest global brand to film in Abu Dhabi. Others include Pepsi, BMW, Honda, Hyundai and Peugeot.

Hans Fraikin, Abu Dhabi Film Commissioner, said: “We’ve attracted many high-profile films and TV series to Abu Dhabi thanks to our array of locations, financial incentives, world-class facilities and experienced crews. However, short-form content such as TVCs represent an equally integral part of the film and TV industry, which is why we created a cashback rebate especially for this format.”

The TVC was shot by production company Mixed Reality with Yas Marina Circuit one of the main locations for the commercial.

Ihab Lamey, founder of Mixed Reality, said: “This opportunity arose based on our long-standing relationship with Abu Dhabi Film Commission and our history of working together”.

Abu Dhabi has a long track record of attracting productions of all sizes, including blockbusters from Hollywood studios such as Disney, Paramount and Netflix, including Mission Impossible, Star Wars and Dune.