NBCUniversal, via its in-house Content Innovation Agency, is creating a slate of branded content for automaker Fiat in an exclusive cross-portfolio partnership, the partners said Tuesday.

The campaign will feature Saturday Night Live’s Bobby Moynihan as Roberto, a passionate Italian director who infuses his passion into three of NBCU’s cable stars: Flipping Out’s Jenni Pulos from Bravo, Hollywood Cycle’s Aaron Hines from E! and Car Matchmaker’s Spike Feresten from Bravo. Dennie Gordon, who has worked on such shows as Party of Five, Sports Night, Ally McBeal, The Practice, Grounded for Life, The Loop, White Collar, Burn Notice and Hell on Wheels, directed the campaign.

“Bobby Moynihan’s spirited personality combined with NBCUniversal’s strong portfolio of networks provides a prime opportunity for the Fiat brand to tell the story of the all-new Fiat 500X crossover to viewers,” said Casey Hurbis, head of communications, Fiat Brand North America, in a statement.

The Fiat-branded series is composed of three two-part on-air narratives, extended digital content and behind-the-scenes videos, as well as exclusive social initiatives designed to drive engagement. All custom content also will run across BravoTV.com, EOnline.com and EsquireTV.com.

“Together with Fiat and Bobby, we were able to create a unique campaign that truly mirrors the Fiat brand’s playful undertone, engaging viewers across multiple environments, in a way no other media company can,” said Catherine Balsam-Schwaber, senior VP, NBCUniversal Content Innovation Agency.

The partnership also will work with NBCU’s “Social Synch” initiative to amplify the content across social platforms.

“Hollywood Cycle” premieres today at 10pm ET/PT on E! Both Bravo’s “Flipping Out” and Esquire Network’s “Car Matchmaker” air on Wednesday nights at 10pm ET/PT and 9pm ET/PT respectively.

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