Fiat Professional unveils “whole new approach to marketing”

Fiat Professional is to unveil a new campaign focusing on a sitcom to promote its range of vehicles, which it claims will be the start of “a whole new approach to marketing.”

The commercial vehicle arm of Fiat Group Automobiles UK has commissioned the filming of a new sitcom, called The Fleet, which will get its first three minute airing in a special centre commercial break during News At Ten next Monday (15 March).

It will be the first episode of the comedy, with nine further 3-4 minute episodes planned for broadcast on the Internet. Support will come from digital advertising, press and radio and even a live performance at a launch event at Stoke Place, Berkshire.

Fiat says “the campaign has come from a simple observation: while the van market has moved on in terms of its product, the same has not happened in communication.”

“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,” says Gerry Clarke, director, Fiat Professional UK. “This is a completely new idea for us and it’s particularly special that the first episode of The Fleet is broadcast during the news’ centre break – currently News At Ten doesn’t even have a centre break!”

The campaign has been created by krow, which was appointed to handle the £3.5m Fiat Professional UK advertising account in February.

“We want to show we really understand our target market, and give ourselves the opportunity of starting a relationship with them,” says Nick Hastings, creative director, krow. “So writing a comedy series about them felt like a good place to start.”

The sitcom follows the trials and tribulations of Pete – played by comedy actor Phil Cornwell – the fleet manager of Lightfoot Logistics. The “hilarious script” has been designed to “cleverly carry a strong marketing message from Fiat Professional.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here