The advertisements extolling General Motors' Chevy Volt electric car on the Planet Green "eco-lifestyle" TV network are a far cry from the fast-paced, 30-second spot normally associated with vehicle pitches.

For a start, they run for two minutes. One sets a gentle, erudite tone with soft piano music and shots of a pianist tickling the ivories. He turns out to be Frank Weber, the Volt's project director, playing one of his own compositions. At the end of the spot, viewers are invited to "join the conversation" - not at a GM website, but at planetgreen.com .