The sequel to Zoolander is probably going to be terrible, but—let us finish—the marketing for it is actually pretty cool and inventive.
Zoolander No. 2 continues the adventures and foibles of inexplicably famous male models Zoolander and Hansel (played by Ben Stiller and Owen Wilson). The film's marketing blitz began with the two actors walking in Valentino's fall 2015 show, and the most recent ad, created by Testa and Partners and described as a "mini-movie," debuted during the Golden Globes and features Zoolander as the new face of Fiat:
Five print ads and a trailerette further bleed the lines between our world and Zoolander's, mixing the fictional models with actual ones. The video is probably the best, presenting clips from the upcoming movie recut to make an obtuse celebrity fragrance ad parody … in this case for a perfume called No. 2 (you saw that coming, didn't you?):
It's a welcome break from the repetitive nature of modern movie trailers, most of which have the exact same pacing, beats and structure. A campaign produced in character is refreshing and serious work to pull off—if not entirely original—and Zoolander lends itself to an unconventional approach.
Because while I personally never want to see these characters in a movie again, I'd happily watch them interrupt real-world functions to annoy people I don't like.
Check out the print ads below.