The flamboyant supermodel Derek Zoolander is getting behind the wheel of the 2016 Fiat 500X in Fiat Chrysler Automobiles’ latest movie tie-in.
FCA is partnering with Paramount Pictures for a co-branded ad campaign that aligns with upcoming comedy flick Zoolander No. 2 , which hits theaters Feb. 12.
Zoolander, played by Ben Stiller, can’t contain himself in the ad after setting off a traffic camera as he drives by in a gold 500X.
Not one to shy away from a camera, Zoolander rolls down the window and backs up to take a series of shots while doing his famous “blue steel” pose.
A 60-second version of the spot debuted during the Golden Globes tonight. A 30-second cut begins airing on Monday.
“Joining forces with Paramount Pictures and Zoolander 2 allows us to align the Fiat 500X with a pop culture moment through one of this year’s most anticipated films,” said Olivier François, FCA’s chief marketing officer, in a statement. “Having international fashion icon Derek Zoolander -- who is known for his distinctive style and playful spirit -- behind the wheel of the Fiat 500X provides exceptional relevance to the global message of the FIAT brand."
This is the second time FCA has collaborated with Paramount Pictures. The automaker casted faux newsman Ron Burgundy, played by Will Ferrell, from the Anchorman series in a campaign for the Dodge Durango.
FCA continues to aggressively court Hollywood for movie alliances.
The company partnered with Lucasfilm for a global campaign to co-promote Star Wars: The Force Awakens and five of its brands.
The automaker also aligned its advertising last spring with driving flick Furious 7 in a Dodge promotion. Chrysler, Dodge and Ram partnered with Lionsgate for The Hunger Games: Mockingjay -- Part 2 that was released in November.
Francois said the Star Wars alliance made FCA’s year-end sales push stand out.
“The partnership with Lucasfilm was a win-win for all of us,” Francois said in a statement to Automotive News last week. “Being part of the global Star Wars: The Force Awakens conversation, a movie that continues to break box office records, gave our Chrysler, Jeep, Dodge, Ram and FIAT brands remarkable worldwide exposure. The collaboration provided a wonderful creative canvas for telling our individual brand stories as well as an opportunity to deliver relevant, entertaining and immediately recognizable end-of-year retail ads that stood out from the pack.”
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