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Hey, Ladies, Take the Mustang Pledge!

A Fascinating Historical Look at How the Ford Mustang Was Designed, Branded and Marketed

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A few weeks back, I announced a Media Guy Pop Pick giveaway of "Mad Men" Season 4 DVD and Blu-ray box sets (the deadline to enter is May 1), courtesy of Lionsgate.

Today, also thanks to Lionsgate, I'm showing you a fascinating two-and-a-half-minute clip from one of the DVD/Blu-ray box-set extras: a documentary titled "Marketing the Mustang: An American Icon." It tells how Ford executive Lee Iacocca persuaded a very reluctant Henry Ford to build the Mustang by citing research his agency guys gave him about the target demo (newly affluent boomers), and lays out the groundbreaking marketing of what would become an instant automotive classic.

Among the revelations in the doc: A lot of the Ford Mustang's initial marketing was directed at women -- the focus of the clip below. Watch it and you'll see very amusing snippets of commercials and lady-mag print ads, including one titled "Take the Mustang Pledge," which includes such stipulations as ...

"I will not keep the neighbors up all night by playing my Mustang's stereo tape player."

"I will tell the truth about my Mustang's low price and not let people think I paid extra for bucket seats, vinyl interior, plush carpeting and all those other no-cost extras."

"I will stick to my diet even though my Mustang's Tilt-Away steering wheel is so adjustable."

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FYI: The Mustang experts quoted in this clip (who are introduced at the start of the 27-minute documentary, not shown here) are Robert Fria, author of Mustang Genesis: The Creation of the Pony Car, and John Clor, author of The Mustang Dynasty.

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Simon Dumenco is the "Media Guy" media columnist for Advertising Age. Follow him on Twitter @simondumenco.

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