Hosted by Vernon Kay, with expert advice from double British Touring Car Champion, Jason Plato, Drive features eight celebrities getting behind the wheel of a variety of cars, including old bangers, buggies, 4x4s and rallycross cars, among others, to take part in a host of action-packed driving challenges.
Celebrities taking part include rapper Professor Green, actor and comedian Jonny Vegas and TV presenter Mariella Frostrup.
The five-week sponsorship deal was brokered by MEC and marks the first time for more than 10 years that ATS Euromaster has embarked on a TV strategy.
The deal was struck after collaboration between ATS Euromaster, MEC and ITV to find a property that could reinforce the role that ATS Euromaster offers in ‘fast fit’ services, such as MOT testing.
Keith Hendry, head of retail marketing, at ATS Euromaster said: “We have enjoyed working with MEC & ITV to deliver a partnership that is a real step change in our communication strategy.”
Cherry Booth, Managing Partner, MEC Manchester added: “We are delighted to deliver a high impact campaign on primetime TV that will set ATS Euromaster apart from the competition.”
Drive is made by Twofour and was commissioned by ITV’s Director of Comedy and Entertainment Elaine Bedell and Asif Zubairy, Commissioning Editor, Entertainment, ITV.