Through New Year's, we'll be counting down the best work of the year in TV/Film/Branded Content, Print/Outdoor/Design and Interactive/Integrated (IX) as our picks of the day.
2015 saw a number of super smart movie marketing moves. Our favorites included Under Armour's tie-up with Ridley Scott's "The Martian," showing Matt Damon training in the brand's clothing, and DC Comics/Warner Brothers' multi-pronged play to promote "Batman V. Superman" that included a native ad in Fortune as well as a Lexcorp free wi-fi "sponsorship" at New York Comic Con. But the one that delighted us most happened at Paris Fashion Week, when Derek Zoolander and Hansel, aka Ben Stiller and Owen Wilson, crashed the Valentino show to promote the upcoming "Zoolander 2." Even Vogue editor Anna Wintour got in on the action with a backstage video.
In what may be the smartest and most delightful movie marketing move since "The Simpsons" took over 7-Eleven, Ben Stiller and Owen Wilson reprised their roles as Derek Zoolander and Hansel McDonald on the Valentino runway at Paris Fashion Week earlier today to promote the upcoming sequel to the 2001 comedy "Zoolander."
During the finale, the faux male models swaggered down the runway following the expected catwalkers, flashing Blue Steel and perhaps a little bit of Magnum. (We're quite impressed by the show's female models, who were able to maintain poker faces throughout.) The audience, as can be expected, was overjoyed, and videos and photos from the event were posted all over social media.
Even Vogue Editor-in-Chief Anna Wintour got in on the action, in this backstage video with the pair -- in which Derek and Hansel are as lovably out of it as we remember them.
Paramount also tweeted the stunt, with the announcement that the "Zoolander" sequel would be released on Feb.12, 2016.