Fiat Chrysler Automobiles is putting another movie star in the driver's seat: Ben Stiller stars in a new ad for the 2016 Fiat 500X subcompact crossover as the helplessly vain and dimwitted model Derek Zoolander.
The spot -- which debuted during Sunday night's "Golden Globe Awards" broadcast on NBC -- comes roughly one month before the release of "Zoolander No. 2," which stars Mr. Stiller, Owen Wilson and Will Ferrell. In the ad, Mr. Zoolander stops to pose multiple times for a red light camera. "I know. I was driving while hot," he tells a police officer.
The ad is the result of a collaboration between FCA and Paramount Pictures and is the latest Hollywood deal struck by FCA-Global Chief Marketing Officer Olivier Francois. Mr. Francois, who has a penchant for big entertainment partnerships, recently struck similar ad deals with the "Star Wars" and "Hunger Games" movie franchises.
The Zoolander deal seems like a more natural partnership, though. Unlike "Star Wars" and "Hunger Games," there are actually cars in the Zoolander movie. The Paramount deal includes Fiat product placement in the flick, although exact details were not available at press time. Also working in the favor of the Italian car brand is the fact that the movie is set in Italy, Mr. Francois noted.
"The car is part of the movie, the brand is part of the movie. So the more the movie will be seen, the better it is for the car and for the brand," Mr. Francois said in an interview. "Derek Zoolander is super distinctive, sexy and trendy and fun. And that's exactly the way I would describe Fiat."
He said Mr. Stiller took an active role in the creation of the ad, which was directed by Jeff Mann, the executive producer of "Zoolander No. 2." The agency that worked on the spot is Testa and Partners, a Los Angeles-based advertising agency formed as a joint venture between Armando Testa of Italy and L.A.-based Trailer Park, which is an entertainment and content-marketing agency.
Read more about the Zoolander Fiat ad on Adage.com.