By Angela Haggerty | Reporter

February 24, 2014 | 1 min read

Fiat has been named the sponsor of the new series of Channel 4’s One Born Every Minute, which launches tonight (24 February).

The car brand will use the slot to promote its 500L family range and its set of three idents – created by Krow Communications – feature a voiceover from comedian Arthur Smith for the Brian the Bear character.

Elena Bernardelli, marketing director at Fiat UK, said: “One Born Every Minute is one of the most life affirming programmes on TV and is focused around early parenthood.

“Fiat 500L communications are all about celebrating real-life parenting moments which is why the show is such a great fit. We really hope parents everywhere will recognise their own life experiences in the brand’s surprisingly honest and humorous take on everyday family life.”

The partnership was brokered by Maxus.

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