In the 1960s, one of America’s most beloved product presenters was a talking horse. Here’s Mister Ed with his friends Wilbur and Carol Post to pitch the new 1962 Studebakers.

DeSoto had Groucho Marx, Chevrolet had Dinah Shore, and Ford had Tennessee Ernie. For its official spokesperson, Studebaker had a talking horse named Mister Ed, from the TV series of the same name. The voice of Mister Ed, who visited America’s living rooms from 1961 through 1966, was B-movie cowboy Allan Lane, while Alan Young and Connie Hines played Wilbur and Carol Post, Ed’s nuclear family, so to speak. While very popular in its time, Mister Ed was the classic one-joke Hollywood sitcom. While Ed could speak just like a human, he spoke only for Wilbur—and the TV audience, of course.

In this spot, courtesy of the Studebaker National Museum, the Mister Ed cast is pitching the revamped 1962 Studebaker Lark, and there was a lot to talk about that year. (We’ve featured Mister Ed here before selling the Wagonaire.) The innovative Lark platform introduced in 1959 (read about it here) was treated to new sheet metal front and rear, courtesy of Brooks Stevens and Associates, and the product line was moved upmarket a bit from compact to right-sized intermediate. There were a number of sporty updates for ’62 as well, including bucket seats, a locking center console, and a floor-shifted Borg-Warner four-speed transmission. Now here are Ed, Carol, and Wilbur with the sales pitch.