Director Ali Mostafa’s first major assignment as brand ambassador for the Range Rover Evoque is to reach its conclusion this week (25 October).
The fifth and final episode of the online series Classified, which was commissioned by Land Rover to celebrate the launch of the Evoque, will broadcast on 26 October, although Land Rover had waited until the fourth episode to reveal it was behind the series.
Broadcast on MBC.net, the series follows the tribulations of three friends caught up in a mix of action, drama and suspense, with the Evoque featuring in a number of scenes, including a high-speed car chase in which Mostafa acted as a stunt double.
The original concept came from Wunderman, which wanted to create an online series to drive engagement and awareness of the Evoque, tying in with the marque’s global launch strategy of partnering with ‘City Shapers’ such as Mostafa. MEC:Access then took the concept and partnered with MBC to produce the series, which was shot by Boomtown Productions and Filmworks.
Robin Colgan, managing director of Jaguar Land Rover MENAP, said: “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.”