BSM struck a deal with Fiat after ending its 16-year relationship with Vauxhall this summer. The 'Beautifully Simple' campaign, created by Bath-based TheAgency, promotes its learner cars and will run across online, point of sale, cinema, radio, direct mail, experiential as well and social media portals.

The driving school is supporting the activity by offering exclusive promotions and discounts on its lessons.

Saman Mansourpour, a partner at TheAgency, said: “Our intention is to work with Fiat to make BSM even more appealing to the youth market.  We’re confident our campaigns will resonate instinctively with the target youth audience.”