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January 10, 2016 , Auburn Hills, Mich. - FCA US LLC and Paramount Pictures have teamed up for a second #partnership, this time with the #fiat brand in a new co-branded marketing collaboration that casts world renowned international supermodel #derekzoolander as the new face of the all-new #fiat #500x cross-over. The automaker launched the new marketing campaign with a 60-second spot debuting tonight (Sunday, January 10) during the Golden Globes telecast. A 30-second commercial will launch across television today (Monday, January 11). Both spots can be seen online across the #fiat brand’s social and digital channels. “Zoolander No. 2” arrives in theaters on February 12, 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 #derekzoolander, 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 #derekzoolander 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 #derekzoolander sets off a traffic camera. And because he’s #derekzoolander, 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 #derekzoolander 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).
The 2016 #fiat #500x is the latest addition to the #fiat lineup in North America, 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 colors to offer the personalization options for which #fiat vehicles are known.
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