Pontiac is pairing traditional ads on the Lifetime cable TV network with vignettes produced by the female-oriented channel that depict women's use of Pontiac vehicles.
Pontiac calls the four 30-second vignettes a nontraditional way to appeal to female consumers.
Lifetime says it designed the vignettes to attract more advertising dollars from the General Motors division.
Pontiac advertising manager Mary Kubitskey predicts Lifetime viewers "will notice the vignette more so than they would a traditional ad."
"The whole nontraditional area is where Pontiac is committed in the future," Kubitskey says. "I'll trade traditional media dollars for more effective nontraditional opportunities anytime."
She declined to say how much Pontiac is spending on the effort.
The vignettes will air through the summer.
Lynn Picard, general manager of Lifetime Television, says women are exerting more influence over vehicle purchases.
Picard calls the collaboration with Pontiac "a great opportunity for us."
"Money was out there to be had," she says. "By coming up with this idea and this partnership, we were able to get a bigger share of (Pontiac's) money."