GM Debuts 24-Hour Test Drive Campaign

DETROIT General Motors on Thursday will unveil a campaign supporting a new program that lets consumers take a 24-hour test drive in any GM car or truck model.

The work from McCann-Erickson, Troy, Mich., includes a 60-second TV spot and two 30-second spots that will air on network and cable outlets, a GM representative said. Radio and print will run in GM’s top 75 markets nationwide.

The broadcast work features the campy classic rock song “Paradise by the Dashboard Light” by Meatloaf.

The extended test drive allows consumers to experience a vehicle in a more realistic way than a traditional drive around the block. “Spend an entire day and night with one of our vehicles,” reads the copy of one print ad. “Do what you’d do in your own vehicle and then sleep on it. When you wake up and see it sitting there, you’ll know it’s the right choice for you.”

The promotion runs through July 27 at participating dealers.