Lowe and Digitas Go Long in GMC TV, Web, Direct

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. Internet users who have expressed interest in GMC products in the past will be sent an e-mail alerting them to the program. Boston-based Digitas handles GMC direct, interactive and event marketing.

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

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

Several dealer groups have ex pressed an interest in running the infomercial in their areas during local buys.

Media planning is handled by Starcom MediaVest Group’s GM Planworks unit, Troy, Mich., and buying is done through Interpublic Group’s GM Mediaworks, in Warren, Mich.