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GMC Explains Itself in First Long-Format Effort

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General Motors is set to unveil the first long-format commercial for GMC trucks in an effort to better explain features the auto maker says set the vehicles apart from their competitors.

The 28-minute info mercial from Lowe in New York breaks for night owls and early risers on Feb. 26, with showings at 3 a.m. on HGTV and 6:30 a.m. on FX. It is scheduled to run more than 300 times through May 26 on various cable channels.

It's the first time GMC has used the long format, although some GM divisions, including Chevrolet and Cadillac, have had success with it in the past, said David Koziara, GMC truck advertising manager.

The spot shows GMC engineers demonstrating features of the division's products, such as the Quadra steer four-wheel steering technology available on the GMC Sierra Denali.

Viewers are offered a phone number and a Web site address to get more information.

The spot will also be sent to dealers, who will be encouraged to play it in showrooms. In addition, Koziara said, some local dealer marketing groups have ex pressed interest in running the spot in their areas through local buys.

A direct mail piece touting the infomercial will be sent in the spring to consumers who own competitors' vehicles. Internet users who have expressed interest in GMC products in the past will be sent an e-mail alerting them to the program.

Direct mail and Internet work is handled by Digitas, Boston.