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'62-'63 tv season was Ford's investment of over $8 million in tv sports programs with an eye to appealing to the male and youth segments of the television audience. A sports atmosphere, it was felt by both JWT and Ford executives, was first-rate for selling the new Ford cars.
However, one of the most effective non-sports campaigns, according to knowledgeable observers in the industry, was Ford's delightful color tv excursion this past summer with The Lively Ones, an off-beat musical program with Vic Danione as host and Joan Staley as Tiger and Shirley Yelm as Charlie, the perennial "dates" of Damone. The word lixjely was and is the key word in Ford's promotions: "Ford dealers are the liveliest sports in town," "American's liveliest, most care-free wagons," "See your Ford dealer's lively wagon line," and "The '62 y2 models are the liveliest." The word appears to be sweeping the land and, in particular, catching on with the younger set. The concept of the video version of The Lively Ones came out of the agency.
The video version of The Lively Ones, a summer replacement for Hazel, received high praise from critics, and glowing fan mail, "ft did reach the kind of people we wanted to reach," Buchanan observed. "We're sure there was some rub-off of the commercial message."
Grade school and college. With an eye to the younger folks, Ford also purchased alternate-week sponsorship of Ensign O'Toole, which depicts the adventures of a bright young naval officer and his shipmates on a destroyer in the Pacific.
Ford is also aiming both print and broadcast copy at the college group and staging a successful "Punt, Pass 'n' Kick" competition among grade school youngsters, age seven through 1 1 . Ford is also advertising in some 166 college newspapers. The ads link college queens with new Ford cars. Some 60 college radio stations used from 20 to 30 one-minute spots weekly to point up the assets of Ford cars. (Please turn to page 48)
CEYEK • MOREV ■ M A DDEX & BALLARD-I \ C Advertising
59 J Madiion 4rtnmt • Nt» lort 2i. A.I. • PLaz* 1-3300
client AMERICAN MOTORS CORPORATION RAMBLER DIVISION
"STALLION" ONE-MINUTE FILM
VIDEO
AUDIO
HORSE REARS,
MUSIC:
CU CAMERA
MCU MAN WITH CAMERA
MAS WALKS TO CAR.
ANNOUNCES: Here today — the young Americar
OETS IN CAR.
Rambler American for 1963.
HORSE ACTION
MUSIC:
INTERIOR
A young American — with reclining bucket
seats. New storage console.
HORSE ACTION.
MUSIC
INTERIOR i STICK SHIFT.
New Twin-Stick floor shift with instant
overtake.
CHASE SEQUENCE.
MUSIC:
OVER HOOD.
The economy king has brand-new zing.
CU REAR OF CAR.
This is the 440-H.
ROOF LINE.
Hew Rambler American hardtop.
HEAD OF HORSE.
New power —
HEAD ON HORSE AND CAR.
a hundred-and-thirty-eight horses with
America's top economy Six.
TURHINO.
And the shortest turning.
HORSE ACTION.
MUSIC:
COMPLETE TURNING.
And the easiest handling.
(CONTI
TOED)
Seeking more sales in the youthful segment
Youth market is sought with commercials such as these. (Top) Minute film for "young American Rambler American" shows stallion jumping over car. (Below) Excerpt from commercial prepared by Geyer, Morey, Ballard, advertising agency
SPONSOR/22 October 1962
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