One of the most fashionable fictional characters in cinema rocked the runway recently with one of the most stylish cars on the market.
Fictional supermodel Derek Zoolander, played by Ben Stiller, hit the red carpet Saturday (Jan. 30) for a special screening of the new “Zoolander 2” movie in Rome.
Joining Stiller on the red carpet for the screening was a Tri-Coat Yellow Fiat 500X.
This was one of the first of many appearances by Zoolander and Fiat leading up to the Feb. 12 release of “Zoolander 2” in the United States. Paramount and FIAT collaborated to promote the movie, which was primarily shot in Rome.
Television viewers may have already seen one of the first collaborations between Fiat and Zoolander in the new “Selfie” commercial for the Fiat 500X, featuring Zoolander doing his “Blue Steel” pose for photos.
“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.”
The advertising campaign will include television, digital and social media components.