“It’s that damn Hansel! He’s so hot right now!”

Will Ferrell’s iconic line as fashion mogul Mugatu in the 2001 over-the-top comedy film directed by and starring Ben Stiller and Owen Wilson is feeling especially on-point right now.

Fourteen years later, both Hansel and Zoolander are at it again in today’s understated marketing move of the moment: they appeared together on the Valentino runway at Paris Fashion Week to announce a long-awaited upcoming sequel to Zoolander.

Ad Age has already dubbed it “the smartest and most delightful marketing move since The Simpsons took over 7-Eleven.”

It’s landed them a heap of buzz as the story is trending on Twitter. Paramount, which also tweeted the stunt scored a viral hit which even Vogue editor-in-chief Anna Wintour got in on in a backstage video.

With the sequel being released on February 12 of next year, about 11 months away, it will be interesting to see what other marketing moves the folks at Paramount have up their sleeves.