One Direction aren’t the only celebrities helping sell cars of late, with Derek Zoolander getting behind the wheel in a new Fiat Chrysler Automobiles ad.
The ostentatious supermodel takes the 2016 Fiat 500X for a spin after FCA partnered up with Paramount Pictures for a co-branded campaign that also helps promote the upcoming Zoolander No. 2, hitting cinemas 12 February.
Zoolander, played by Ben Stiller, is casually cruising around in his vibrant yellow vehicle when a red light camera snaps him going through a red light.
Known for being a bit of an attention whore, Zoolander backs his car up, and proceeds to drive through the red light repeatedly in order to pose for the camera, pulling his renowned ‘blue steel’ move.
A 60-second version of the ad debuted during the Golden Globes, while a 30-second cut will kick off on Monday.
“Joining forces with Paramount Pictures and Zoolander 2 allows us to align the Fiat 500X with a pop culture moment through one of this year’s most anticipated films,” FCA’s chief marketing officer Olivier François said in a statement.
“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.”
This is the second time FCA has collaborated with Paramount Pictures, with the carmaker previously teaming up with Anchorman newsreader Ron Burgundy, played by Will Ferrell.
The company partnered with Lucasfilm for a global campaign to co-promote Star Wars: The Force Awakens and five of its brands, as well as aligning its ads for the Dodge car with Furious 7 promotions.