One of nature’s rules that some must have learned the hard way is that the more beautiful something is, the more you’d be advised to stay away from it.
A beautifully colored mushroom? Poisonous. A juicy red little berry? Eat it and it will melt your insides. A flower that looks like a nice place to rest for a fly? It will also be its tomb. The desert with its gorgeous flowing dunes, clear skies and endless emptiness? Yes, it looks great, but it’s not exactly the most welcoming place on Earth either.
But while most of us have the luxury of enjoying its breathtaking sceneries from the comfort of our air conditioned houses built in temperate climate zones, others don’t have it that easy. On the other hand, they also make up for one of Ferrari’s most important market, so let’s not start shedding a tear for them just yet.
The Middle East region has emerged as one of the key markets for premium and luxury automakers, so the communication departments of these companies have begun to show special consideration towards their customers living in that part of the world. Besides special editions that sell locally and are designed to be more appealing to the specific preferences of the area, promotional material has to be adapted as well.
The clip shown below was shot in the “Empty Quarter,” a massive sand desert spanning 620 miles (1,000 kilometers) long and 310 miles (500 kilometers) wide over the territory of several states including Saudi Arabia, the United Arab Emirates, Oman and Yemen. This desert is renowned for having some of the highest sand dunes in the world (up to 820 feet or 250 meters), but also for its special, reddish color. The latter explains the title chosen by Ferrari for this video: “Deserto Rosso.”
The clip shows a pair of Ferrari California Ts cruising on a lonely asphalt ribbon cutting through the sea of sand, with intertwining shots of the desert’s sumptuous beauty for that added artistic touch. Add the tranquil music and you’ve got yourself the kind of experience that will render a trip to the spa redundant for the next week or so.
It’s worth pointing out that after it got its turbo engine a few years ago, the California has also been on the receiving end of the so-called Handling Speciale package - basically, a set of upgrades that most other companies would simply dub as a facelift. You can read more on that here, and watch the superb short clip right below. Make sure to use the full screen button.
"Boy meets car, boy loves car, boy gets journalism degree and starts job writing and editing at a car magazine" - 5/5. (Vlad Mitrache if he was a movie) Full profile
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