Ben Stiller returns to the fashion world along with Owen Wilson, Will Ferrell, Penelope Cruz and Kristen Wiig in Zoolander 2.
After crashing the Valentino Paris catwalk in a moment that surely no one saw coming last March, Ben Stiller, aka Derek Zoolander, and Owen Wilson, aka Hansel, posed for fashion ads and magazine as part of Zoolander 2 promotions giving their best Blue Steel – yes, they’ve still got it.
Zoolander 2 is so hot right now, and its marketing team are making the most of it with the latest campaign for the film, which promises to give you the chance to smell like number two. Zoolander No. 2, the perfume, that is.
Not only is there a string of poster designs for the signature fragrance from Derek Zoolander, there’s even a commercial for the new scent, which you can watch below.
Billed as “the ideal gift for every man who wants to be really, really good-smelling,” is the fictional perfume you wish was real. After all, “Nothing attracts like the scent of No. 2.”
Fifteen years have passed since Derek Zoolander last captivated the fashion world, but finally the world’s most famous male model landed fashion’s most prestigious cover, American Vogue in a shoot that takes us behind the scenes in his life: shots feature him in a horse saddle on a bed photographed by Penelope Cruz, having his trousers hemmed by a kneeling Alexander Wang, and in hair and makeup with Gigi Hadid, Jourdan Dunn and Joan Smalls.
Zoolander 2, opening in theaters on Feb. 12, is a sequel to the 2001 comedy Zoolander about a clueless male fashion model caught up in an international assassination plot. Like the original, the sequel was directed and co-written by Stiller — who, along with co-star Owen Wilson, told Vogue they were surprised at how the fashion world embraced their characters.
The marketing strategy includes now a commercial, which debuted on Sunday night during the 2016 Golden Globes broadcast on NBC: not wanting to miss the chance to strike a pose, Derek Zoolander shows off his best Blue Steel looks to the traffic camera driving a bright yellow 2016 FIAT 500X subcompact crossover.
“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.“
Talking about product placements in movie, brands have been riding on the backs of big films for a while now, using the actors’ on-screen personas to promote everything from deodorants to fast food. Now, Fiat Chrysler Automobiles has Ben Stiller in his on-screen avatar from the upcoming film Zoolander 2 and I think they won…
“I know. I was driving while hot,” Derek says to the police officer who reaches the scene. Staring at the photos captured from the street cam, Stiller tells the officer: “Honestly, it’s some of my best work.”