Fiat 500X pulls its best 'Blue Steel' pose on the red carpet
The Fiat 500X made a star appearance at the fan screening of Zoolander 2 last week – kitted out in a special tri-coat yellow livery.
The film will be in cinemas worldwide from February 12, however the sneak preview of the long-awaited sequel was held in Rome on January 30, with Fiat Chrysler Automobiles joining on the red carpet as a Main Partner.
Zoolander 2, produced by Paramount Pictures and shot predominantly in Rome, brings together the Fiat 500X with one of the most notorious film and fashion characters – Derek Zoolander.
The collaboration between Fiat and Paramount didn't end there, however, with the new Fiat 500X advertisement 'Selfie' featuring the 'Blue Steel' creator.
The commercial was revealed for the first time at the Golden Globes awards ceremony, which shows Zoolander driving around in his yellow Fiat 500X.
Zoolander sets off a safety camera then continues to strike all his best poses, including 'Blue Steel', whilst driving back and forth in front of the camera.
Despite being an unconventional fashion shoot, Zoolander believes it shows him at his dazzling best.
Ultimately the police turn up and put an end to this 'fashion shoot', to which Zoolander replies; "I know, I was driving while hot".
'Selfie' is a product of Testa and Partners, Armando Testa's Los Angeles-based group, which adds this advert to the other successful collaborations achieved with other current movie-tie campaigns for FCA brands.
Author: Olivia Meades