GM Goes After Men With New TV Series | Adweek
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GM Goes After Men With New TV Series

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General Motors is going Hollywood. The carmaker, in partnership with its media agency Starcom and several other media companies, is launching a new syndicated TV series this week.

The new lifestyle program, targeted at men, is titled Inside the Vault, and will debut Feb. 4. It will be hosted by NBC sports analyst Cris Collinsworth, along with Alonzo Bodden of NBC’s Last Comic Standing and Jill Wagner, who currently co-hosts ABC’s Wipeout.

The weekly half-hour program has an initial 10-episode commitment and will feature segments about cars, food, sports, fitness, gadgets and travel.

“New times call for new approaches,” GM’s global CMO, Joel Ewanick, said in a statement. The company's Chevrolet, Cadillac, Buick and GMC brands will all advertise on the show, and some models will be spotlighted in branded content woven into the program. Automotive editorial content will be contributed to the program by Source Interlink, the publisher of Motor Trend magazine.

Editors from Condé Nast magazines, such as GQ and Wired, will also appear in segments. TV program producer and syndicator Telepictures, a unit of Time Warner, is another partner.

The show will air on Tribune's WGN America, the basic cable channel, and 18 local Tribune TV stations, including WPIX in New York and KTLA in Los Angeles. Additionally, the series will appear online at Insidethevault.tv, GM said, while some content will extend across Facebook, YouTube, Twitter, Vimeo and Get Glue.