World-renowned international supermodel Derek Zoolander is the new face of the all-new Fiat 500X cross-over.
The automaker launched the new marketing campaign with a 60-second spot debuting during the Golden Globes telecast. “Zoolander No. 2” arrives in New Zealand cinemas on 11 February 2016.
The co-branded promotional advertising campaign will span across television, digital and social media.
“Joining forces with Paramount Pictures and 'Zoolander No. 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, chief marketing officer and head of FIAT Brand, FCA – Global.
“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."
“We are thrilled for Derek Zoolander fans around the world to finally see the result of our year-long collaboration with the FIAT team on a campaign so perfectly in sync with his character,” commented LeeAnne Stables, president of worldwide marketing partnerships at Paramount Pictures.
“These FIAT spots are a hilarious reminder of the fun that audiences will have when the movie releases next month.”
Directed by Zoolander No. 2’s Jeff Mann, the campaign’s co-branded television commercial features background music from Frankie Goes to Hollywood’s “Relax (Don’t Do It)" is located on a city street corner where Derek Zoolander sets off a traffic camera. And because he’s Derek Zoolander, he’s got a decidedly different take on how to deal with the situation.
The partnership marks the second Fiat and Paramount Pictures tie-in utilising starring talent, in character, to create original content and follows the success of “Anchorman 2: The Legend Continues” and pitchman “Ron Burgundy”.
The 2016 Fiat 500X is the latest addition to the FIAT lineup, delivering the Italian design and engaging driving dynamics that are synonymous with the FIAT brand. Crafted in Italy at the Melfi assembly plant, the 500X offers an available advanced all-wheel-drive system, functionality, and a full array of safety, comfort and convenience features.
The all-new crossover features two engine options, an available nine-speed transmission and an all-wheel-drive system with a disconnecting rear axle for improved fuel efficiency. Loaded with up to 70 available advanced safety and security features, the Fiat 500X is available in five trim models and 12 exterior colours in the USA.