Honda Ridgeline pickup marketing set with new TV spot

Honda today is introducing a new integrated marketing campaign to promote the completely redesigned 2017 Honda Ridgeline, now available in dealerships nationwide, featuring creative from the Academy-award nominated stop-motion artist PES, to bring to life the new Ridgeline and its many innovative features.

Honda is introducing a new integrated marketing campaign to promote the completely redesigned 2017 Honda Ridgeline, now available in dealerships nationwide, featuring creative from the Academy-award nominated stop-motion artist PES, to bring to life the new Ridgeline and its many innovative features.

  • Multi-channel campaign debuts during the Summer Games in Rio
  • “The Power of Ridgeline” TV spot (http://honda.us/PowerOfRidgeline) brings truck’s versatility to life
  • Creative execution developed by stop-motion artist PES, creator of Honda’s famed “Paper” spot  
  • Experiential and social activations position Ridgeline as “The Ultimate Tailgating Vehicle”

TORRANCE, Calif. – Honda is introducing a new integrated marketing campaign to promote the completely redesigned 2017 Honda Ridgeline, now available in dealerships nationwide, featuring creative from the Academy-award nominated stop-motion artist PES, to bring to life the new Ridgeline and its many innovative features. Launching today online as a sneak peek ahead of its offical debut during the Summer Games in Rio, the multi-channel campaign is led by a new 60-second TV spot, “The Power of Ridgeline,” that showcases the versatility, utility and comfort of the all-new Honda pickup truck.

“A one-of-a-kind truck like the all-new Ridgeline deserves an innovative marketing campaign to communicate how this truck stands out among its competition,” said Susie Rossick, Assistant Vice President of Marketing at American Honda Motor Co., Inc. “Our new campaign celebrates how Ridgeline defies convention whether used for recreation or work, to show consumers what sets it apart from the rest.”

Ridgeline TV Spot
In the campaign’s hero spot “The Power of Ridgeline” (http://honda.us/PowerOfRidgeline), Honda again partners with PES, with Ridgeline helping realize a full-scale construction project that ends in a surprising twist. The spot is a departure from typical truck category advertising and offers a visually spectacular demonstration of the Ridgeline’s innovative capabilities. “The Power of Ridgeline” showcases a unique combination of in-camera choreographed long-exposure, and stop-motion. PES and Honda previously worked together on the critically acclaimed and award-winning “Paper” ad in 2015.

The new Honda Ridgeline made its official television debut during Super Bowl 50.  The “A New Truck to Love” spot featuring Queen’s iconic hit, “Somebody to Love,” introduced America to the new Ridgeline and the industry’s very first factory Truck-bed Audio System. Expanding on that creative, the robust new Ridgeline multi-channel marketing campaign exposes consumers to the wide range of innovative features and technology that make the all-new Ridgeline the best in the midsize truck segment. The new campaign also features a strong experiential presence, as well as print and out of home media activations, social media programming, digital media and original content that showcases some of the pickup’s most unique features.

Ridgeline Gets Social

To extend the reach of the Honda Ridgeline marketing campaign, the automaker will be sharing multiple social programs to support the launch new of the new pickup. A set of four stop-motion videos will go live mid-August, with each video created to show off the Ridgeline’s various features including impressive cargo and cabin space, robust payload capacity along with the Honda-exclusive In-Bed Trunk® and Dual Action Tailgate.

Honda has also teamed up with the “Wood Whisperer” (http://www.thewoodwhisperer.com/), known for constructing education and entertainment for the modern woodworker, to create “Saturday Projects” in the back of the Honda Ridgeline, which will launch in August. In a series of four videos, the Wood Whisperer will use the features of the Ridgeline including the in-bed trunk and AC outlet, to build a BBQ cart, a giant connect-four game, dog steps, and bench.  He will also demonstrate that all of these projects can be built with sheets of plywood that fit flat in the back of the Ridgeline.

Honda today is introducing a new integrated marketing campaign to promote the completely redesigned 2017 Honda Ridgeline, now available in dealerships nationwide, featuring creative from the Academy-award nominated stop-motion artist PES, to bring to life the new Ridgeline and its many innovative features.

Honda is introducing a new integrated marketing campaign to promote the completely redesigned 2017 Honda Ridgeline, now available in dealerships nationwide, featuring creative from the Academy-award nominated stop-motion artist PES, to bring to life the new Ridgeline and its many innovative features.

The Honda Ridgeline also will be featured on Tested.com created by Mythbusters star Adam Savage, this fall, with six custom builds highlighting the truck’s unique features. The Ridgeline “Features Not Standard” episodes will rollout on Facebook, YouTube and on Tested.com.

The Ridgeline Experience Continues

For consumers to experience the all-new Ridgeline as “The Ultimate Tailgate Vehicle,” Honda plans to take college football by storm this fall in a new series of “Hometown Tailgates” to be announced later this summer. As part of the program, Honda Ridgeline will present the “Battle at Bristol’s Tailgate Party” staring Kenny Chesney and The Band Perry and will be a part of the largest college football game in history the following day.

Honda also has launched a new Hispanic marketing campaign that debuted with the Ridgeline’s official sponsorship of the Univision Deportes’ broadcast of “Campeón de Campeones,” the emblematic Mexican soccer championship match between the winners of the two most recent Liga MX seasons that took place in Los Angeles and aired on Univision. A new Ridgeline Hispanic TV spot, “NO ES NADA” debuted during “Campeón de Campeones,” featuring the all-new Ridgeline as a ‘mid-size truck with a big-sized heart’


Additional Campaign Elements and Media Placements

National media will run on network cable, broadcast, and online video within top-rated programming and fall premieres. To create greater impact at launch, the Ridgeline campaign will include portal homepage takeovers, such as on Yahoo! and MSN. Large-scale outdoor units will boost visibility on the local level within select major urban markets. To extend the campaign’s presence, it will be featured in men’s lifestyle titles, surrounding sports / fitness, technology, and auto enthusiast magazines.

About the Redesigned and Re-engineered 2017 Honda Ridgeline

The all-new Ridgeline, now available in Honda dealerships, builds on the unique and still industry-exclusive features that debuted in the award-winning first-generation Ridgeline in 2005. With superior on-road manners and a spacious, flexible interior — the 2017 Ridgeline adds the truck bed audio system to the already industry-first In-Bed Trunk® and Dual-Action Tailgate. Ridgeline joins Honda’s expanded lineup of innovative light-truck models, including the HR-V crossover, the CR-V and Pilot SUVs and the Odyssey minivan.

The Ridgeline was developed by Honda R&D Americas in Ohio and California, and is produced exclusively at Honda’s Lincoln, Alabama, auto and engine plant, alongside the Pilot and Odyssey.

Honda today is introducing a new integrated marketing campaign to promote the completely redesigned 2017 Honda Ridgeline, now available in dealerships nationwide, featuring creative from the Academy-award nominated stop-motion artist PES, to bring to life the new Ridgeline and its many innovative features.

Honda  is introducing a new integrated marketing campaign to promote the completely redesigned 2017 Honda Ridgeline, now available in dealerships nationwide, featuring creative from the Academy-award nominated stop-motion artist PES, to bring to life the new Ridgeline and its many innovative features.

Hyundai wants to see your profile #becausefootball

Hyundai is harnessing fan passion for those rivalries with its new digital and social promotion called Put Your Profile On The Line. Through the platform, fans have an exciting opportunity to challenge one another on the outcome of their favorite games, with the stakes being their Facebook profile picture.

Hyundai is harnessing fan passion for those rivalries with its new digital and social promotion called Put Your Profile On The Line. Through the platform, fans have an exciting opportunity to challenge one another on the outcome of their favorite games, with the stakes being their Facebook profile picture.

FOUNTAIN VALLEY, Calif. – The NFL features some of the best rivalries in all of sports. Hyundai is harnessing fan passion for those rivalries with its new digital and social promotion called Put Your Profile On The Line. Through the platform, fans have an exciting opportunity to challenge one another on the outcome of their favorite games, with the stakes being their Facebook profile picture.

Fans select their favorite team, then identify Facebook friends that they’d like to challenge that week. Once this is chosen and the challenge has been accepted, friends put their Facebook profile picture “on the line.” Based on the outcome of the game, both fans will receive a link to the losing fan’s Facebook profile picture with an overlay featuring the logo of the winning team. Both fans will be encouraged to share the picture to their Facebook profiles. Every time fans compete in a challenge, they will automatically enter a sweepstakes for the chance to win tickets to Super Bowl LI.

Hyundai is harnessing fan passion for those rivalries with its new digital and social promotion called Put Your Profile On The Line. Through the platform, fans have an exciting opportunity to challenge one another on the outcome of their favorite games, with the stakes being their Facebook profile picture.

As the season progresses, so do the stakes — from opposing team overlays to entertaining GIFs and other challenges. On the Hyundai site, fans can keep tabs on different friends’ challenges, see how many Super Bowl entries they’ve earned and view past outcomes. The Super Bowl tickets grand prize will be awarded following the conclusion of the regular season.

“At Hyundai, we understand the NFL fans’ loyalty to their team and with the Put Your Profile On The Line challenge we’re tapping into that fan passion by providing fun ways for them to express it,” said Paul Imhoff, director, Marketing Communications, Hyundai Motor America. “Friendly competition between rivals is an important part of NFL culture and this platform allows fans to showcase their passion and have a possibility to win tickets to Super Bowl LI.”

The campaign was developed by Hyundai’s advertising agency of record, INNOCEAN USA. “For an NFL fan, there’s nothing worse than having to rep your rival,” said Barney Goldberg, VP, group creative director, INNOCEAN. “But even if that happens, we don’t ever judge.”

#BecauseFootball Twitter Sweepstakes
In addition to the Profile program, Hyundai also launched a Twitter sweepstakes. Every Sunday, Hyundai will reward fans for their loyalty and commitment to watching and paying attention to the game. When the announcer mentions the word “Drive,” fans will be encouraged to tweet #BecauseFootball and #HyundaiSweepstakes. Every fan who tweets the aforementioned hashtags will be entered for a chance to win tickets to Super Bowl LI.

Top Drone races Jaguar XJ through China

V0DHOMv21z9fKjyS4szYPH6E36GEVj4P_Jaguar_XJ_Drone_Chase_-_Zhuhai__China_1BY GERRY MILES

If you want to see the future of the next potential James Bond chase scene, we’ve got a short film from Jaguar to see what it may look like.

s3qmOScBw3NKzTHfMcWy8u5986UK2Nfu_Jaguar_XJ_Drone_Chase_-_Zhuhai__China_6Jaguar, Mark Higgins, a stunt driver in Hollywood blockbusters and one of the top drone pilots had a cat-and-mouse chase to see who’d win. You’ll have to watch the video here to see who wins.

JaeHong Li used his drone to showcase how the chases may be used and filmed while also showing off technologies in both the car and drone.

The development of advanced driver assistance systems with radar sensors and on board cameras is more closely aligned to the development of technology in drones, which are now being used for everything from racing to autonomous parcel delivery.

DCfnqcW4HwU0nthTN6uQEEoejv7BztIc_Jaguar_XJ_Drone_Chase_-_Zhuhai__China_12“Drones are becoming increasingly integrated into society and they can do some amazing things these days,” said Higgins, who is also a champion rally driver.

“So when Jaguar offered up the XJ and all its technology to go up against one of the world’s top drone pilots, I jumped at the chance.

“The Jaguar XJ is designed for the luxury executive market, but it is still a dynamic drive and very capable in all environments. So this was an exciting challenge to use it in. It was certainly up to the chase, and we found some fun ways to evade the drone!”

qd4zag3aPLSGAZ4Nuy8AIeQsGGeZU1gj_Jaguar_XJ_Drone_Chase_-_Zhuhai__China_15The challenge, which took place at the Zhuhai International Circuit in China, saw Higgins trying to shake off the drone through an industrialised zone containing shipping containers, wide tree-lined boulevards, pit garages and an underground car park. The XJ demonstrated agility and control with effortless performance during the challenge.

With the drone pilot using autonomous circling and 360-degree camera searching and Higgins in the XJ, benefitting from electric power assisted steering that improves responsiveness and feedback as well systems that use sensors and four on board cameras.

EyIKQOi9Svo3iNL671QEnfNXLCWUta76_Jaguar_XJ_Drone_Chase_-_Zhuhai__China_2Drone pilot JaeHong Li said: “Flying against the car gave us some interesting insight into how this kind of technology can be used for filming cars – and I think we’ve shown there’s some big potential for future movie car-chase sequences!” : “Technology in drones is developing fast, and like cars, the latest trend is for pilot assistance. The DJI Inspire 1 drone we used is more about precision and poise than outright pace. It has the best-in-class, stabilized Zenmuse X5 aerial camera aboard, as it is mainly used for filming, and was perfect for this challenge.

Jaguar spokesperson, Ian Hoban, Vehicle Line Director said: “Technology plays a significant part in new Jaguar vehicles these days – from driver assistance systems to telematics and infotainment. This race was an entertaining way to showcase our current technology of 360-degree cameras and sensors on the XJ.

V0DHOMv21z9fKjyS4szYPH6E36GEVj4P_Jaguar_XJ_Drone_Chase_-_Zhuhai__China_1“In everyday situations, cameras and vehicle sensors bring an added reassurance to the driver, making it easier to manoeuvre and park. Our new systems are all about enhancing the driver experience and making it more relaxing, enjoyable and safe.”

Audi: ‘Intelligence is new Rock ‘n’ Roll’ as part of 2017 A4 campaign

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  • Advertising for the all-new Audi A4 kicks off  with 30- and 60-second television commercials
  • The brand’s best-selling sedan features industry-leading performance, design and technology, such as Audi virtual cockpit, traffic jam assist, Apple CarPlay™ and Google™ Android Auto
  • 2017 Audi A4 hits U.S. showrooms this month

Today, Audi debuts a new advertising and marketing campaign for the powerful 2017 Audi A4. Featuring the theme “intelligence is the new rock and roll,” viewers and fans are invited to meet a new breed of rock star. Smarter, sleeker and more advanced, the all-new Audi A4 sets industry benchmarks for automotive innovation.

The campaign kicks off with a 60-second television commercial called “Rock and Roll.” which celebrates the arrival of the A4 as a symbol of a new era where smarter means better, brainier means sexier and knowledge trumps all. The spot illustrates how intelligence is the new rock and roll, with tech developers drawing crowds, CEOs trading suits for sneakers, and scientists growing loyal fan bases.

“Technology is immersed in every aspect of culture and life today, and its impact is undeniable. The creative campaign for the Audi A4 embodies this movement,” said Loren Angelo, Director of Marketing, Audi of America. “The all-new A4 is one of the most intelligent cars on the road, with leading performance, technology and efficiency.”

The campaign also includes two 30-second commercials that highlight the industry-leading innovations prominent in the new A4. “Pilotless” showcases the new piloted driving features in the A4 – adaptive cruise control with stop & go and traffic jam assist. The semi-autonomous driving feature automatically maintains distance from the vehicle in front, including braking and accelerating, between 0-37 mph. “Touch” shows how, every day, technology is getting smarter and more powerful with Audi A4 at the forefront.

Three 15-second spots will highlight the speed, connectivity and technology of the A4. “Intelligent Statement” features the revolutionary Audi virtual cockpit, a fully digital instrument cluster; “Faster” showcases the newly designed infotainment system with standard Audi smartphone integration, which supports Apple CarPlay™ and Google™ Android Auto; and “Horsepower” highlights the powerful new 2.0-liter TFSI® engine.

The commercials were created by San Francisco-based Venables Bell & Partners.

High-profile media will run on national cable, cable prime and sports TV, and throughout the NCAA March Madness men’s basketball tournament. The spots will run on national cable networks including Discovery, ESPN, USA, FX, HGTV and AMC. Other elements include billboards in high-traffic areas, national print, high-impact roadblocks on prominent digital properties and a full dealer marketing kit.

2017 Audi A4  (audi photos)

2017 Audi A4 (audi photos)

The 2017 Audi A4 boasts the new generation of the seven-speed S tronic® dual-clutch transmission for both the front-wheel drive and quattro all-wheel drive vehicles, allowing for a sportier driving experience and more comfortable ride for long distances. The A4 is equipped with significant powertrain improvements including an evolved 2.0-liter TFSI® engine that is lighter, more powerful and efficient than its predecessor, delivering a class-leading 252 hp and 273 lb-ft of torque.

The refined interior of the A4 includes greater attention to detail through functional refinements and benchmark technologies, such as available Audi connect® with 4G LTE (where available); available Bang & Olufsen® 3D Advanced Sound System with 19 speakers; and for the first time, a full-color head-up display, bringing relevant driving information front and center for the driver. The new generation A4 boasts an expanded list of standard equipment, including keyless start/stop, rearview camera, Audi smartphone interface, LED interior lighting, digital 3-zone automatic climate control, sunroof, leather interior and Audi pre sense city.

Follow the conversation: #IntelligenceIs

Who’s your crisis intervention team? Superman, Batman, or a Jeep Renegade?

2016 Jeep® Renegade ‘Dawn of Justice’  Special Edition.FCA US Launches One-of-a-Kind Co-Branded Partnership With Warner Bros. Pictures’ Batman v Superman: Dawn of Justice

  • Jeep® and Dodge brands debut marketing campaigns as part of promotional partnership with Warner Bros. Pictures’ highly anticipated Batman v Superman: Dawn of Justice, opening nationwide in theaters on March 25, 2016
  • Jeep brand introduces all-new 2016 Jeep Renegade Dawn of Justice Special Edition available now in dealerships across the country
  • Jeep and Dodge brands to launch commercials using hero scenes from the film
BY GERRY MILES
We all know it takes super powers to pull off the supernatural crisis intervention. That’s why Dodge and Jeep have paired up with marketing campaigns in the March release of Batman vs. Superman: Dawn of Justice.
Such product placement invariably ensures accompanying special editions.

Right on cue, there’s an all-new 2016 Jeep Renegade Dawn of Justice Special Edition (available now in dealerships across the country), in addition to branded television spots with the Jeep and Dodge brands, and social/digital extensions creating consumer engagement leading up to the film’s premiere next month. (That’s fancy millennial  speak for you’ll see it all over your apps, smart phone and tablets as well as everywhere else they can push it out to the masses.)

“Thanks to an extensive brand and product portfolio, we were able to address every automobile need for the movie including Jeep, Dodge, Chrysler, FIAT, Alfa Romeo and Maserati, and from our sister company CNH Industrial, Iveco heavy-duty commercial vehicles,” said Olivier Francois, Chief Marketing Officer, FCA Global. “With much of the film’s production taking place in our own backyard of Detroit, our ability to creatively collaborate with the WB team reached new heights. The product integration was so organic to the filmmakers’ vision and storyline, all we had to do was incorporate scenes from the movie for our commercials.”

Of course placement means getting eyeballs to see your product in action regardless of how much danger you put it in at home, at the ballfield or recycling center.
“Our partnership with Warner Bros. and the highly anticipated Batman v Superman: Dawn of Justicefilm allows us to expose the Jeep Renegade and its best-in-class capability to an incredibly vast audience,” said Mike Manley, Head of Jeep Brand – FCA Global. “The new Jeep Renegade Dawn of Justice Special Edition boasts a unique, dark appearance package for the most capable small SUV that we’re confident consumers – including millions of moviegoers – will love.”

What you’ll see in the TV commercial
The advertising campaign launched Feb. 22, when Jeep debuted a 30-second commercial “Into the Storm” across television and online. The spot features footage from Batman v Superman: Dawn of Justice of Bruce Wayne (Ben Affleck) behind the wheel of the Jeep Renegade. The commercial speaks to how he feels compelled to move toward danger rather than run away from it. Opening on city street ruins, the narration by actor Jeremy Irons, who portrays Alfred in the film, speaks to that impulse: “You’re not afraid. You like chaos. The madder, the better (as Bruce Wayne is seen driving toward the destruction in the Jeep Renegade — navigating its way in the mayhem). And in these times, we need that. We need you to rush in when everyone else is running away.”

2016 Jeep® Renegade ‘Dawn of Justice’  Special Edition.About the Jeep Renegade Dawn of Justice Special Edition
Available in Granite Crystal or new, exclusive Carbon Black exterior paint colors, the Jeep Renegade Dawn of Justice Special Edition features new 18-inch Gloss Black wheels with Gloss Black accents around the exterior. The DOJ Special Edition models with Granite Crystal paint also feature a two-tone Gloss Black roof. A unique exterior badge hints at the inspiration for this special-edition Jeep SUV.

Inside, the Renegade’s blacked-out theme continues with a black interior, black premium cloth seats and High Gloss Black finishes. Metal Diamond accents are found throughout on key touch points such as the shifter knob and door handles.

The DOJ comes standard with a 2.4-liter Tigershark engine with MultiAir2, nine-speed automatic transmission, Jeep Active Drive 4×4, Selec-Terrain with four drive modes and a variety of features, including the ParkSense rear backup camera. Also standard on the Jeep Renegade Dawn of Justice Special Edition is the Popular Equipment Group, which includes remote start, power driver’s seat and dual-zone automatic temperature control.

Arriving at dealer showrooms later this month, the Jeep Renegade Dawn of Justice Special Edition will be available for a U.S. Manufacturer’s Suggested Retail Price (MSRP) of $26,250 (not including destination).

Jaguar E-Type 3.8 Roadster to hit auction block Feb. 18-21 in London

vcsPRAsset_3053006_62613_5c1c3af8-cb4a-4909-a21a-516e56fb0113_0As usual H&H Classics will bring along some motoring magic to the London Classic Car Show which takes place at ExCel London on 18 – 21 February.

H&H Classics stand, number C170, will have a number of exciting cars on display. The first to be revealed is a special 1961 Jaguar E-Type 3.8 Competition Roadster, 9VPD, the very first of the E-Type competition cars.

Finished in Opalescent Dark Blue livery the 1961 Jaguar Roadster is estimated to sell for  £700,000 – 900,000 at H&H Classics Duxford sale on April 19-20. This is the venue which saw the company last October join one of only five classic car auction houses to sell a car for over $10m.

The E-Type 9VPD coming to the London Classic Car Show has an interesting history. After a careful comprehensive work the re-born ‘9VPD’ returned to the track for the July 2005 Silverstone Classic Festival. In July 2006 it finished 4th at the Le Mans Classic (behind two Ford GT40s and a Cobra), the E-Type won its class during the Spa 6-hours that same year with Richard Attwood joining Steve Markey and Radical ace Austin Kinsella behind the wheel.

It was the first Jaguar home during the Legends race which preceded the 2007 Le Mans 24 hours and paid tribute to the 50th Anniversary of the Coventry marque’s famous 1957 victory, ‘9 VPD’ made its Goodwood Revival debut that season too with Rauno Aaltonen co-driving alongside Steve Markey. A regular at the Goodwood Revival, Le Mans Classic and Spa since then, chassis 850007 has also been helmed by the likes of Emanuele Pirro, Marc Gene and Tony Jardine.

Overseen by Jaguar’s Engineering Director Bill Heynes and supplied to favoured teams on Lofty England’s say so, the seven right-hand drive Roadsters built to Project ZP 537/24 specification were the very first E-Type competition cars.

Upgraded by the Competition Department at Browns Lane, the septet had particular attention paid to their running gear: increased compression ratio, gas flowed cylinder head, lightened flywheel, competition clutch springs and close-ratio gearboxes.

One of two cars earmarked for John Coombs – the other five being distributed among Tommy Sopwith, Peter Berry and Sir Gawaine Baillie – chassis 850007 was completed on 29th March 1961 but not officially road registered as ‘9 VPD’ for another four months (21st July 1961). Typically used as the Coombs team’s paddock car whilst its sister machine ‘4 WPD’ (chassis 850006 which became the first ‘Lightweight’) performed most of the racing duties, ‘9 VPD’ took to the track for the Scott Brown Trophy on 23rd July 1961.

Le Mans – ‘Spirit of La Sarthe’ Trophy presentation on the H&H Classics stand:

H&H Classics will be hosting the Presentation of the ‘Spirit of La Sarthe’ Trophy to racing driver David Clark on Friday 19th February at 5.00pm.  The trophy is awarded each year to the highest placed British team in the Le Mans 24-hour race.

A magnificent futuristic trophy designed by Julius Thurgood the ‘Spirit of La Sarthe’ features the iconic Dunlop Bridge that spans the Le Mans track.

David Clark was a Director of McLaren Cars F1 road car and race programmes from 1994-1998. He is a celebrated historic car dealer and racer, with a lifelong involvement in the historic car business and modern motor racing. In the past 20 years he has raced worldwide at all the historic motorsport blue riband events with considerable success.

The Trophy idea was dreamed up by Colin Pool and Michael Scott before Colin’s untimely death two years ago. Michael’s aim was to honour his friend and BRDC member Colin Pool who was secretary of the Club de Pilotes du Mans (an exclusive club of those drivers who’ve competed at Le Mans), of which he was a Director.

 

Derek Zoolander is face of Fiat 500X in new movie

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  • Co-branded advertising campaign brings together automaker, Hollywood studio and international supermodel Derek Zoolander
  • :60 spot debuts on television and online Sunday, January 10, during the Golden Globes telecast; :30 spot to launch across television starting Monday, January 11
  • Campaign debuts in advance of Paramount Pictures’ highly anticipated “Zoolander No. 2,” debuting in North America on February 12, 2016
  • Multimedia campaign spans across television, digital and social media
FCA US LLC and Paramount Pictures have teamed up for a second partnership, this time with the FIAT brand in a new co-branded marketing collaboration that casts world renowned international supermodel Derek Zoolander as the new face of the all-new Fiat 500X cross-over. The automaker launched the new marketing campaign with a 60-second spot debuting during the Golden Globes telecast. A 30-second commercial will launch across television Monday, January 11. Both spots can be seen online across the FIAT brand’s social and digital channels. “Zoolander No. 2” arrives in theaters on February 12, 2016.

The co-branded promotional advertising campaign will span across television, digital and social media.

“Joining forces with Paramount Pictures and ‘Zoolander No. 2’ allows us to align the Fiat 500X with a pop culture moment through one of this year’s most anticipated films,” said Olivier François, Chief Marketing Officer and Head of FIAT Brand, FCA – Global. “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.”

“We are thrilled for Derek Zoolander fans around the world to finally see the result of our year-long collaboration with the FIAT team on a campaign so perfectly in sync with his character,” commented LeeAnne Stables, President of Worldwide Marketing Partnerships at Paramount Pictures. “These FIAT spots are a hilarious reminder of the fun that audiences will have when the movie releases next month.”

Directed by Jeff Mann (“Zoolander No. 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 Derek Zoolander sets off a traffic camera. And because he’s Derek Zoolander, 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.”

“Just as Derek Zoolander turns heads on international runways, the Fiat 500X stands out on the roads around the world with its combination of Italian style, available advanced all-wheel-drive system, functionality and an array of comfort, convenience, and safety and security features,” said Tim Kuniskis, Head of Passenger Car Brands – Dodge, SRT, Chrysler and FIAT, FCA – North America. “Our partnership with Paramount Pictures and ‘Zoolander No. 2’ plays perfectly to fans of the movie and to the sensibility of FIAT brand consumers.”

The partnership marks the second FCA US LLC and Paramount Pictures tie-in utilizing starring talent, in character, to create original content (following the success of “Anchorman 2: The Legend Continues” and pitchman “Ron Burgundy”).

The campaign was created in partnership with Trailer Park. (Testa & Partners is a Los Angeles-based advertising agency formed as a partnership between Armando Testa, the biggest Italian independent agency, and Trailer Park, the leading agency for entertainment and content marketing).

The 2016 Fiat 500X is the latest addition to the FIAT lineup in North America, delivering the Italian design and engaging driving dynamics that are synonymous with the FIAT brand. Crafted in Italy at the Melfi assembly plant, the 500X offers an available advanced all-wheel-drive system, functionality, and a full array of safety, comfort and convenience features. The all-new crossover features two engine options, an available nine-speed transmission and an all-wheel-drive system with a disconnecting rear axle for improved fuel efficiency. Loaded with up to 70 available advanced safety and security features, the Fiat 500X is available in five trim models and 12 exterior colors to offer the personalization options for which FIAT vehicles are known.

ABOUT THE MOVIE 
“ZOOLANDER NO. 2” is directed by Ben Stiller and features an all-star cast of Stiller, Owen Wilson, Will Ferrell, Penélope Cruz, Kristen Wiig, Fred Armisen, Milla Jovovich, Christine Taylor, Justin Theroux and Kyle Mooney. The film is written by Justin Theroux & Ben Stiller and Nick Stoller and John Hamburg. Stiller, Stuart Cornfeld, Scott Rudin and Clayton Townsend are producing. Jeff Mann is executive producing.