VIDEO: McLaren’s new Abu Dhabi showroom is full of eastern promise

Exotic, delicious, full of eastern promise.. That was the tag line used in the 1960’s advert for Fry’s Turkish Delight, and perhaps that’s what McLaren’s new Regional Director for Middle East and Africa – Mark Harrison – had in mind when commissioning the car maker’s latest short film.

The film, entitled “McLaren 12C finds ‘The Perfect Line’ at Yas Marina Circuit”, shows an MP4-12C driving through the desert and urban Abu Dhabi scenery before taking to the famous Formula 1 track at Yas Marina.

Harrison, said: “We wanted to produce this video to highlight our presence across the Middle East and reaffirm our commitment to establishing our brand in the region.

“The 12C is as comfortable on the road as a premium sedan, yet faster than any competitor car in its segment and this excellent video shows this fact; capturing the beauty of the desert, the emotion of the urban environment and the drama of a world famous Formula 1 circuit – three locations where the 12C is supremely confident.”

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For the film and photography buffs, I can tell you that the film was shot over a period of six days using the latest in RED camera technology; a cutting-edge approach to film-making (that we used to use in some of our DR videos), which provides high definition quality footage more commonly found in cinematic films.

An additional benefit of the RAW footage, which is shot in four times higher resolution than traditional High Definition (HD), is that it is extremely versatile – although editing requires a high-speed processor for your computer, plus super-quick broadband if your work-flow is spread over several locations. Additional footage was shot on a pre-release of Canon’s latest flagship DSLR camera, the 1DX.

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The new film marks the opening of McLaren Automotive’s Abu Dhabi showroom and their commitment to the Middle East, a region renowned for its passion for high-end sports cars and luxury vehicles.

McLaren’s Abu Dhabi showroom is the fourth retailer in the new McLaren Middle East network, which will grow to six state-of-the-art locations by summer 2012. These include McLaren Abu Dhabi, McLaren Bahrain, McLaren Doha, McLaren Dubai, McLaren Jeddah and McLaren Kuwait.

It’s a great looking video and no doubt appropriate when displayed on 52″ screen in McLaren Abu Dhabi’s air conditioned showroom, but we’d have preferred to see more of the MP4-12C rather and somewhat less of the slow-mo mood shots from the emirate locals.

Don’t agree with us on the Fry’s Turkish Delight analogy? Take a look at the ad (try playing both videos at the same time) and see for yourself – meanwhile I’m off to buy some chocolate..