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Back in March 2015 we were treated to a ‘walk off’ between
Derek Zoolander and Hansel at Valentino’s show during Paris Fashion Week. This orchestrated
stunt, a staple of guerrilla marketing, let the world know that the film was
coming and it hinted that it would have a number of cameos from the fashion world
in it; with the two actors posing for photos with Valentino himself and Vogue connoisseur
Anna Wintour. This sort of buy in from the real world of fashion and the shock
factor at infiltrating the show definitely put the sequel in the back of people’s
minds.
I was a big fan of the first film, so I was wondering for
long time why we hadn’t heard anything more on the film’s release since March. However,
in December/ January 2016, I spotted it. Flicking through Elle, there it was nestling
between the beautiful adverts of Chanel and Prada, was an inconspicuous and
subtle advert for Diageo’s limited edition Cîroc vodka, featuring Derek
Zoolander himself and the ‘blue steel’ inspired bottle. If I had never seen the
film, I probably would have totally skimmed this advert, but Ben Stiller and
his ‘look’ stuck out enough for me to realise the latest subtle advertising technique
for the film.
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Weirdly the people I know that really enjoyed the film are
guys, so I wasn’t sure about this advert in the likes of Elle and Glamour, but I
remembered it to mention to my boyfriend, so hey maybe it does work?
We went to see the film this weekend. Not as good as the first
and very, very strange. In conclusion, I liked the advertising more than the
film.
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