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Fiat to tickle funnybones with promotional sitcom

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Drivers of used Fiat cars may be interested to note that the manufacturer will this week launched an innovative marketing campaign to promote its range of vehicles.

Fiat Group Automobiles has commissioned a new sitcom, called The Fleet, which will be aired during a special centre commercial break during News At Ten on March 15th.

The comedy show follows the trials of Pete, played by Phil Cornwell, a fleet manager at the fictional Lightfoot Logistics.

Gerry Clarke, director at Fiat Professional UK, said that the idea is a completely new direction for the brand.

"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," he added.

Used Fiat drivers were recently told that the manufacturer's cars had achieved the lowest volume-weight CO2 emissions, according to research company JATO, for the third year in a row.ADNFCR-2576-ID-19664693-ADNFCR

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