The three-minute sitcom, entitled 'The Fleet', will air during ITV1's News At Ten's ad break on Monday 15 March. The ad will be the first episode of the sitcom, with nine further three to four-minute episodes planned for broadcast on the internet at a later date.
The sitcom follows a character called Pete – played by comedy actor Phil Cornwell – the fleet manager of Lightfoot Logistics.
The activity will be supported by digital ads, press and radio. The manufacturer held a live performance at a special launch event today (11 March) at Stoke Place, Berkshire.
The campaign for Fiat Professional has been created by Krow, which was appointed to handle the £3.5m ad account last month. The agency gained a place on Fiat's European roster in 2006, following a pitch.
Gerry Clarke, director of Fiat Professional UK, said: "We needed a radical approach to marketing, in a sector that has been hit hard by the recession, is incredibly competitive, and where we are a relatively small brand."
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