Night Agency launched a campaign promoting both Kiehl’s anti-aging products and Zoolander 2, featuring celebrities who went to Derek Zoolander Center for People Who Don’t Age Good and now look like kids again.
Each spot features a real celebrity voice delivering lines lip-synced by an on-screen child equivalent meant to represent them after a stay at the Derek Zoolander Center for People Who Don’t Age Good. In the above spot, for example, Chloë Sevigny talks about how her “art and creativity” have always been inspired by a nostalgia for the 90s, before admitting that she was “suffering from a serious illness known as aging.” Thanks to the Derek Zoolander Center for People Who Don’t Age Good, however, she recovered “faster than emo killed grunge.” The same joke, essentially, is repeated with celebrities Alec Baldwin, Martha Stewart, Hannah Davis and Giuliana Rancic, with each spot ending with the tagline, “This message was messaged to you by the Derek Zoolander Center for People Who Don’t Age Good.”
While the casting directors deserve some serious kudos for the young likenesses of the stars, the joke wears thin rather quickly and becomes repetitive over the course of the ads. The spots do manage to promote both Zoolander 2 and Kiehl’s in a convincing way, however, and Kiehl’s introduced a couple of special sets to further the connection: The Ridiculously Youthful Collection and Blue Kiehl’s. Kiehl’s clearly hopes the connection with the Zoolander series can endear it to audiences, even if Zoolander 2 didn’t do so good with the reviewer people.
Credits:
Client: Kiehl’s
Agency: Night Agency
Editorial: Lost Planet