Can an ad campaign starring the most really, really, ridiculously good-looking male model bomb?

This is the ballad of Derek Zoolander,
founder of the Derek Zoolander Center for Kids Who Can't Read Good;
He stayed out of the limelight,
left his modeling days behind;

Fifteen years later, he and Hansel are back. 

Out of the dark and onto Valentino's runway
in Paris last spring,


where they announced they'd be back for 
Zoolander 2.

And that was the beginning of the new chapter for 
Derek Zoolander. 

But where is Ben Stiller and who is Hansel? 
What ever happened to Owen Wilson? 

Reality and fantasy, 
there's no telling what's what--

That's the beauty of the marketing blitz. 
Nay, that's the PURPOSE OF THIS marketing blitz.

Derek posed on the cover of Vogue:

dz instagram

He showed the cover to us on his Instagram account. 
(Stiller's account became Derek's two months ago.)

dz aussie
He was the first supermodel to pose on the Sydney Harbor Bridge


dz paris 2
He modeled with Hansel in Valentino in front of Tower Eiffel.


He and Hansel appeared on SNL’s Weekend Update as fashion commentators
rome yah
They appeared in Rome as Mannequins in Valentino’s windows
Derek even took Ken’s spot beside Barbie
Then he 
and the 
gang did 
a series 
of ads for 
"No. 2" 
both photos 
and video, 
where Derek 
is a centaur.
 dz no. 22
The list goes on and on. Derek was in a Fiat ad during the Golden Globes, 
Hansel and he took another strut down the Valentino runway in Paris and NY, 
and Derek was on the cover of British Esquire.

This is the story of Ben Stiller. He wrote and directed Zoolander 2;

He thought he could fool us with his method acting, that he could be Derek and we’d forget he’s Ben.

It was entertaining…until it no longer was, and it couldn’t compensate for the quality:

On the tomatometer, 22% critics and 39% audiences liked it.


The marketing onslaught might not have been as effective as they hoped, but it certainly put a new dent into the marketing scene.

Adweek praises Zoolander No. 2’s ads as a brilliant “mix with the fashion world, even while critiquing it.”

A post on the website of Contently–what looks like a new, hot marketing firm in NY–declares blending a character’s instagram account is the wave of future marketing (They suggest that for Creed, about Rocky’s training of Apollo Creed’s son (Michael B. Jordan), the main character could have posted “inspirational boxing quotes and training videos.”)

The pièce de résistance of the marketing? Kiehl opened in NYC a “Derek Zoolander Center for People Who Don’t Age Good” from last Tues through today (Sat). Explains “Visitors to the center…are guided by male models through experiences designed to reverse the effects of aging: getting misted with Kiehl’s anti-aging serum… donning tiny shoes on their fingers and strutting them down a ‘finger runway’ dedicated to the memory of J.P. Prewitt, legendary hand model and ‘finger jockey,’ played by David Duchovny in the first Zoolander film…The experience concludes, naturally, with a selfie station where visitors can pose with the models and practice their best Blue Steel.”




NEW YORK, NY - FEBRUARY 09: Models during Kiehl's Zoolander Center Opening on February 9, 2016 in New York City. (Photo by Craig Barritt/Getty Images for Kiehls)
NEW YORK, NY – FEBRUARY 09: Models during Kiehl’s Zoolander Center Opening on February 9, 2016 in New York City.

Will Paramount’s partnerships with Kiehl, Fiat and Valentino pay off? We’ll just have to wait and see. But so far the numbers are saying…no. But at least all of the marketing will make one hell of a set of extras on the DVD, another good marketing move, given that no one buys DVDs anymore.