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General Motors is set to break the first long-format commercial behind GMC trucks in an effort to better differentiate the vehicles from 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 F/X.
It is scheduled to run more than 300 times through May 26 on various cable outlets.
A direct-mail piece aimed at consumers who own competitors’ vehicles will inform them about the spot.
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