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This 1958 film “Okefenokee Interlude” is an advertisement for the new Ford Edsel and it takes the form of a travelogue as it follows an Edsel owner on his vacation to the Okefenokee Swamp in Georgia. The owner is a physician who is worn out and exhausted from his work and he is in need of a relaxing getaway. He and his wife drive the Edsel to Okefenokee Swamp Park, which feeds the Suwannee River. A local boatman helps the doctor and his wife navigate the swamp. They witness stunning wildlife including an alligator and are treated to an incredible landscape that features unique trees and plants. Then, the pair enjoy dinner with the boatman’s family and sing tunes before returning home. The advertisement concludes with the doctor driving away in his Edsel, exclaiming: “Just what the doctor ordered, and I feel great!” The film was produced by the Photographic Department of Ford Motor Company and is narrated by John E. McCarthy.
Ford launched the Edsel brand and division, named after the founder’s son Edsel, in 1958 and invested heavily in the new product’s marketing and advertising. Despite these efforts, the Edsel was not a success and its launch is considered by some to be one of the most famous failures in industry history. Several factors are blamed for this flop, including a controversial style design, manufacturing issues, and its price during an economic downturn. Ford’s marketing created high expectations that the product did not live up to.
This film showcases some of the tactics used in marketing the Edsel. First off, Ford produced many films that were distributed to audiences including travel documentaries such as this one and another travel advertisement “West to the Tetons” that follows a couple on their honeymoon journey to the mountains in Wyoming. Both market the Edsel as key to freedom and adventure.
(00:24) Title: Okefenokee Interlude
(01:27) A man drives off in his new Edsel and cruises down a country road with his wife.
(02:49) He is an overworked physician in need of a vacation so he takes the Edsel to Miami
(06:12) The man then drives to Okefenokee Swamp Park in Georgia
(08:22) He rides in a small boat down the swamp and spots wildlife
(11:10) An alligator swims in the water, a common animal in the swamp
(14:18) The couple and their guide pass by Spanish moss and Cypress trees
(18:46) He leaves Okefenokee Swamp and drops the boatman at his house, he eats dinner with the family and others join for a “sing”
(20:53) They use shape-note songbooks, meaning the noteheads have shapes used to aid singers in finding pitches. The group sings “Amazing Grace” and “Old-Time Religion”
(23:51) The physician returns to his typical life feeling relaxed and happy as he drives away in his Ford Edsel.
(24:39) Credits: Produced by Photographic Department, Ford Motor Company. Original story: Bruce Henry; Director: Charles D. Livingstone; Cameraman: Pat Powers; Editor: Grace Garland; Narrator: John E. McCarthy
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