The creative idea was to tap into the anticipation for the upcoming release of “Zoolander 2” by utilizing the playful character of Derek Zoolander to create a co-branded advertising campaign that extended across TV, digital, and social media. The creative personified the style, humor and cool-factor of both the film and the Fiat 500X as well as promoted the upcoming release of “Zoolander 2.”

Fiat cars were used throughout production of the film, but the campaign creative was completely custom. Ben Stiller appeared as his character, Derek Zoolander, in the TV creative, driving the new Fiat 500x multiple times through an intersection, perfectly timed to the red light camera. Derek gave his model-perfect pose every time the camera took a shot before finally being stopped by police. The commercial debuted during the Golden Globes Awards telecast and launched a multimedia campaign spanning television, digital, and social media. Giving the campaign an extra layer of authenticity, the TV spot was directed by “Zoolander 2” producer, Jeff Mann. To further celebrate the release of the film, Derek took over Fiat’s Twitter account on opening day of the new film with multiple tweets protesting #legalizehot – a nod to his role in the TV spot creative. Writers from the film crafted the Twitter campaign messaging

-PR Success

-Article in Adweek: http://www.adweek.com/adfreak/zoolander-no-2s-ads-brilliantly-mix-fashion-world-even-while-critiquing-it-169035