Colt 45, the official Malt Liquor of intercourse, heavily advertised in the black community during the 80s, and of course, they had to balance the lascivious tone of the ads with a lascivious look for the brand. That look belonged to Mr Horizontal, Billy Dee ‘Being sexy is an all day job’ Williams.
This 1st ad features Wimbledons own Slick Rick.
Until I was a bit older, I had no clue that Billy Dee Williams was the dude that played that guy in that film. It was 7 or 8 years after I watched Empire Strikes Back in the cinema that I heard those same deep silky tones slotted in-between tracks by Kings of Pressure and MC Mitchski, on a DJ Red Alert show taped off WBLS [I’d been hearing him on these oh-so schmoove voice-overs in ads on tapes I’d been trading via magazine articles in British music publications – I had pen-pals, what].
William December Williams has sustained the smoove-ness [Yes, the D. stands for December], voicing eps of Robot Chicken, the Cleveland Show and it seems that the marketing team at the G. Heileman Brewing Company were onto something, as the legend of Billy Dee and his smooth ways are still evident today. He’s been honoured on remixes and record sleeves by P.U.T.S., he’s had kids instagram their Colt45 themed ink and there are rumours that Billy will make a cameo in the Disney Star Wars movie in 2015.
Williams played the role perfectly in those old ads alongside a number of guests spots, both on radio and on TV.
Interviewer: Where did you get the concept to make the record Catch the Beat?
T-Ski Valley: Colt 45 Beer!
Do say: The Dynamite Taste/ Works Every Time…
Dont say: You heard the new Afroman album ?