Co-Branding Builds Buzz

Written on
Jan 12, 2016 
Kalia Doner  |

A new co-branded advertising campaign brings together Fiat, Paramount Pictures, and an international supermodel, Derek Zoolander.

The new :60 spot that casts world renowned international supermodel Derek Zoolander as the new face of the all-new Fiat 500X cross-over debuted on television and online Sunday, January 10, during the Golden Globes telecast; the :30 spot launched across television yesterday. The campaign debuts in advance of Paramount Pictures’ “Zoolander No. 2,” debuting in North America on February 12, 2016.

Multimedia campaign spans 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 Jeff Mann (“Zoolander No. 2″), the campaign’s co-branded television commercial [with 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. While others may lament their bad fortune, he seizes it as an opportunity, hilariously backing up the Fiat 500X multiple times to perfect his “blue steel” pose for the camera. When approached by a police officer, his response is typical Zoolander, saying, “I know. I was driving while hot.”

“Just as Derek Zoolander turns heads on international runways, the Fiat 500X stands out on the roads around the world with its combination of Italian style, available advanced all-wheel-drive system, functionality and an array of comfort, convenience, and safety and security features,” said Tim Kuniskis, Head of Passenger Car Brands – Dodge, SRT, Chrysler and FIAT, FCA – North America. “Our partnership with Paramount Pictures and ‘Zoolander No. 2′ plays perfectly to fans of the movie and to the sensibility of FIAT brand consumers.”

The partnership marks the second FCA US LLC and Paramount Pictures tie-in utilizing starring talent, in character, to create original content (following the success of “Anchorman 2: The Legend Continues” and pitchman “Ron Burgundy”).

The campaign was created in partnership with Trailer Park. (Testa & Partners is a Los Angeles-based advertising agency formed as a partnership between Armando Testa, the biggest Italian independent agency, and Trailer Park, the leading agency for entertainment and content marketing).


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