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Ford was a stand-in foi wrapped up I dsd during top secrel is film -I in n Calif. 1 (100,000 lisnd-tooled model
EDSEL'S STRIP-TEASE
Ford lakes the wraps off its newest model slowlj in a buildup leading i<> a $500,000 t\ spectacular in October ami a regular network tv scries backing 1,200 dealers
F( Ml< M.d ord Motor's new Edse] is getting tin' biggest pre-announcemenl time razile dazzle "I anj car in history. That's ea) ing a lot in an industry w hich generates excitement as fast as ii does horsepower.
Edsel has been the talk oi everj town since Foote, < one & Belding last winter opened a 100-persmi Detroit office t<> service the account. Everything to do with the new car has been under wraps. The wrap are being removed slowl) and provocative^ in an automotive striptease which will bare all in the 27 Vugusl
press |H'e\ iew .
I he public w ill see all lm the fit 9l time on 13 October when $500,000 worth nl talent I rank Sinatra, Bing Crosby, Louis Armstrong appear in an NBC T\ spectacular.
Edsel's broadcast plans? Fax Cone, board chairman of FC&B, told sponsor he s signed for tlii one spec and ilooking for a regular nighttime net t\ show. Edsel, as such, will place no spot, says Cone, Imt dealers will probabl) use t\ and radio. K&E, which handles I ord institutional &d\ ei I ising, has scheduled t\ and radio announcements with Edsel mentions t" run in earl} September (see Spot Buys, page 57).
Security '"'■ cops cleared slreel locations before wraps came off fur hi
k^L
Fender is onJj pan ol Edse] stripped Far. I isei luildup i limaxes h itfa ft
Payoff to kids came after thej broke through < ascade Film's securitj Unes and t"nk snapshots nl bash-hush filming. Sei uritj officer paid |2 a roll in the morning but price hii $4.50 thai afternoon
Starlet Pat Manh
into letting hi r peek ji the ne*