The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Author

By John McCarthy, Opinion Editor

January 11, 2016 | 1 min read

Fiat Chrysler has tapped the world’s leading (fictional) male model to promote its 2016 Fiat 500X in an ad which debuted during the Golden Globes.

Actor Ben Stiller’s Derek Zoolander got behind the wheel of the Fiat to promote both the vehicle and the upcoming Zoolander sequel, which comes to audiences next month, a full 14 years after the original.

In the 30-second ad (Golden Globes audience’s saw a 60-second cut) Zoolander, when pulled over by the police, admits to the officer "I know. I was driving while hot”.

LA agency Testa and Partners created the ad with Zoolander No. 2. executive producer Jeff Mann on the director’s seat.

Olivier Francois, chief marketing officer of Fiat Chrystler Automobiles, said: “It is going to be one of the pop-culture moments of this year, the first half of 2016.

“We are always interested in considering partnerships with these special moments,” he told Variety, announcing that Fiats will appear in the movie during sequences shot in Rome as part of the agreement.

Ben Stiller Fiat Golden Globes

More from Ben Stiller

View all