NBCU Launches Faux PSAs in ‘Zoolander 2’ Campaign

Paramount Pictures will be promoting its upcoming film Zoolander 2 across NBCUniversal platforms with a campaign that spoofs NBC’s “The More You Know” PSA campaign.

Created by NBCU’s in-house Content Innovation Agency, the parody ads feature Ben Stiller, who plays male model Derek Zoolander in PSAs pushing the message “The Outside Matters,” emphasizing the importance of appearance.

The spots — tailored to fit each NBCU network’s audience — will appear on NBC, USA, Bravo, E! and Telemundo, as well as on those networks’ digital and social platforms.

“The combination of the renowned ‘The More You Know’ campaign and Zoolander’s cultural legacy were a natural fit and will make you think about this venerable campaign in wholly new ways,” said Steve Siskind, president of domestic marketing at Paramount Pictures.

Read more, and watch the #TheOutsideMatters video, at broadcastingcable.com.

Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.