Clio Key Art Awards Give Gold to the FIAT Brand and Paramount Pictures for “Zoolander 2” Fiat 500X Advertising Campaign

• Campaign takes the only gold award in the “Theatrical Partnership” category
• Marketing initiative featured international supermodel #derekzoolander as face of campaign launching automaker’s all-new #fiat #500x crossover

October 25, 2016 , Auburn Hills, Mich. - The #cliokeyart Awards awarded gold to the #fiat brand and #paramountpictures for the co-branded “Zoolander 2” advertising campaign featuring the Fiat 500Xand #derekzoolander. The #fiat brand and #paramountpictures campaign was the only campaign taking gold in the “Theatrical Partnerships” category. The co-branded promotional advertising collaboration launching the #fiat #500x #crossover, featuring international supermodel #derekzoolander as the face of the campaign, spanned across television, digital and #social media platforms.

The campaign competed for the gold award with Audi and Marvel Studios “The Chase” campaign featuring Captain America, among others, in the entertainment field. The #cliokeyart Awards are given out for excellence in creative marketing for the entertainment industry.
 
“Our marketing approach at FCA is to continually strive to be different, to break conventions and to do so with one clear objective – one shared also by #derekzoolander – to be noticed,” said Olivier Francois, Chief Marketing Officer, FCA – Global. “Receiving the only gold in the #cliokeyart Awards 'Theatrical Category' for our #partnership with #paramountpictures shows that our marketing efforts continue to turn heads. We will maintain this approach as we passionately look forward to what’s down the road.”
 
Directed by Jeff Mann (“Zoolander 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.” The campaign was created in #partnership with Trailer Park. 
 
As part of the campaign’s #social initiative, #derekzoolander also took over FIAT’s #twitter feed on Feb. 12, 2016. To see a collection of the tweets, click here.
 
Olivier Francois was recently named as Adweek’s Brand Genius in the Automotive category, the first time any chief marketing officer has been awarded the distinctive honor more than once. He was awarded Grand Brand Genius in 2012. This year’s Brand Genius Awards will be held in New York City on Oct. 25.
 
Held in the Dolby Theatre in Los Angeles on Oct. 20, the #cliokeyart Awards #event was hosted by comedian and actress Amy Sedaris. Click here for a list of winners in the category.