Fiat has partnered with Channel 4 to sponsor the new series of TV series One Born Every Minute.

The Fiat 500L will feature in a number of sponsorship “idents” – five second spots at the beginning and end of every advertisement break – throughout the new series. The marketing push is in time for the March plate-change which will be the busiest month of the year for dealerships across the UK.

The central character of the FIAT 500L idents is 'Brian the Bear', voiced by comedian Arthur Smith.

'Brian' is the face of much of the brand's film content and represents the voice of harassed parents everywhere.

The films are a light-hearted, humorous take on the process of childbirth and the subsequent world that mums and dads find themselves in.

Three sets have been developed, each featuring a different car within the Fiat 500L range (500L, 500L Trekking and 500L MPW) involved in different parenting scenarios.

Now in its fifth series, One Born Every Minute was filmed in Southmead Hospital in Bristol. The series will comprise a total of 20 episodes in two bursts and will run throughout the year across the Channel 4 portfolio of channels, including More4, 4seven and 4oD.

Elena Bernardelli, Marketing Director at Fiat UK said: “Fiat 500L communications are all about celebrating real-life parenting moments which is why One Born Every Minute 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.”