Zoolander the new face of Fiat 500X

FCA again empoys Paramount comedic film character to promote new car

Published: January 13, 2016, 5:30 PM
Updated: April 29, 2018, 1:15 PM

Actor Ben Stiller as Derek Zoolander posing in a Fiat 500X

Fiat has unveiled the face of its new advertising campaign and the new spokesman is none other than international supermodel Derek Zoolander.

Debuting during the 2015 Golden Globe Awards telecast, the campaign centres on the new Fiat 500X compact crossover as it makes a right turn at a city intersection without coming to a complete stop. It gets caught on a traffic camera, at which point the driver backs it up and the window rolls down to reveal Zoolander at the wheel. He proceeds to take the corner and back up multiple times to pose on camera again and again, perfecting his “Blue Steel” look. The cops show up and he gets taken in, he believes for “driving while hot.”

“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 for FCA. “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."

2016 Fiat 500X

The 60-second spot ends up with the tagline that the Fiat 500X crossover is the “perfect fashion accessory to complement any look, even Blue Steel,” and ends with Zoolander (an alter-ego of actor Ben Stiller) and the arresting officer admiring the shots from the traffic camera with Zoolander declaring them “some of (his) best work.” The commercial is set to the dance-hit Relax by 1980s’ band Frankie Goes to Hollywood.

“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.”

The 500X is the latest addition to the Fiat lineup in North America, with the company touting its engaging all-weather driving dynamics and functionality, equipped with a full array of safety and comfort and convenience features. It’s available in five trim levels and 12 exterior colours, including the yellow seen in the commercial that matches Zoolander’s driving gloves.

“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 for FCA - North America.

This marks the second time FCA has partnered with Paramount’s on-screen talent in advance of a film release, having previously created a series of commercials about the 2014 Dodge Durango with Ron Burgundy (Will Ferrell) ahead of the Christmas 2013 release of Anchorman 2: The Legend Continues.

Zoolander No. 2 is dues for release just before Valentine’s Day, and also stars Owen Wilson and Ferrell reprising their roles from the first film. Penélope Cruz, Kristen Wiig, Milla Jovovich and Benedict Cumberbatch are also in the new film.