The first big film/branding tie-up of the year involves Ben Stiller driving a Fiat 500X and getting caught on traffic cameras. He manoeuvres the car several times past the camera, striking the 'Blue Steel' pose made famous by his character in the original film.
According to Olivier Francois, chief marketing officer of Fiat’s US operation, the firm is looking to promote a message that the brand is "distinctive, sexy, trendy, irreverent".
The ad was scripted by Stiller and shot by Zoolander 2 director Jeff Man. Fiat’s vehicles also feature in the film, set for release on 12 February.