Italian manufacturer Fiat is taking an alternative approach to advertising its range of award-winning vehicles.
The company has commissioned the filming of a new sitcom called The Fleet which will include ten three to four-minute episodes.
Car insurance customers can see the first instalment of the series in a commercial break during News at Ten tonight (March 15th)
The remaining nine episodes will be aired over the internet, with further support coming from digital advertising, press and radio.
Gerry Clarke, director of
Fiat Professional UK, claims that adverts for vans and commercial vehicles have never really evolved and now is the time to adopt a different approach to engage van insurance customers.
"This is a completely new idea for us and it's particularly special that the first episode of The Fleet is to broadcast during the news centre break, currently News At Ten doesn't even have a centre break" he added.
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