We open on a FIAT 500X, driving down a city street at night. As it passes through a red light, a traffic camera snaps a picture of the vehicle.

The driver stops and puts the car in reverse. He reveals himself to be world-famous male model Derek Zoolander, played by Ben Stiller. Dim-witted as he is, Derek can only think that the camera is documenting his every turn and that the city street is his runway.

He backs up and once more drives through the intersection. The camera snaps another picture, but this time Zoolander poses with his signature look, Blue Steel.

Zoolander repeats this process multiple times. Eventually, a policeman pulls him over for what Derek calls “driving while hot.” At the police station, the dimwitted Zoolander mistakes all the pictures as selects from a photoshoot and says to the officer that it’s "some of my best work."

Ben Stiller and the Zoolander team at Paramount were “all-in” from the moment of concept, but the idea sat for almost 3 months as the movie shooting progressed. When it was re-energized, we wrote, shot, and edited the spot over a two-month period. We filmed Ben Stiller and the cars in New York City on September 11th, 2015, shooting with multiple FIATS for many countries.

We shot the spot with three different vehicles, with the goal of creating a 500X spot for the U.S., a 500 spot for Europe, and a mixed car spot that featured the 500L for Europe, as well. All spots were produced as :60s, :30s and :23’s for localization.

The spot premiered in an ‘A’ media Position during the Golden Globes on January 10th, 2016. It also appeared in the Superbowl Pre-Game.

The spot was well-received.

Entertainment Weekly tweeted live during the Golden Globes that it was “hilarious,” The Zoe Report gave it an “Honorary” Golden Globe, while other publications called it “better than the entire Golden Globes.”

The spot was a Creativity Pick of the Day, and an Ad Age Editor’s Pick.