Derek Zoolander is making history today in his own flamboyant way.
The arrogant supermodel, played by actor Ben Stiller in the Zoolander franchise, has “taken over” Fiat USA’s Twitter account -- the first time any Fiat Chrysler brand has let a celebrity do so.
An FCA spokeswoman says Zoolander’s pre-written tweets are an extension of the co-branded marketing collaboration between Fiat and Paramount Pictures for comedy flick Zoolander No. 2, which hit theaters today.
The campaign launched in January with a Fiat 500X spot during the Golden Globe awards show.
In the spot, Zoolander can’t control himself after setting off a traffic camera as he drives by in a gold 500X. Instead of driving away, Zoolander rolls down the window and backs up to take a series of shots while doing his famous “blue steel” pose.
Zoolander’s tweets today are a continuation of that storyline. Zoolander began the takeover this morning saying he has to tweet for Fiat because he allegedly broke a traffic law.
The tweets are being posted sporadically using the hashtag #legalizehot. Take a look at what he’s said so far.