Pabst Brewing Company’s Colt 45 released a teaser arriving ahead of a new campaign starring Billy Dee Williams, who originally appeared in a campaign for the brand from 1986 to 1991.
The 15-second spot features Williams claiming, in his distinctively silky voice, that “change isn’t always a good thing, when you got it right the first time around,” since “sometimes a true original doesn’t need to change a thing,” as footage from the old ad flashes on the screen. He then revives the malt liquor brand’s old, ambiguous and vaguely creepy tagline “It Works Every Time,” while pouring a can of Colt 45 into a glass, proving that the reverse can clearly also be the case. That’s the kind of line advertisers may have gotten away with in the eighties, but is now all but guaranteed to draw criticism. It’s unclear which, if any agency was involved in the creation of the upcoming campaign, which will include
“I’ve enjoyed my long association with Colt 45, and it’s my pleasure to once again support this iconic beer,” Williams said in a statement. “I’ve always found Colt 45 to be a high quality and deeply satisfying beverage. This new campaign gives me the opportunity to speak to a wider audience and remind people that this classic product is here to stay.”
“Billy Dee Williams played a major role in the success of Colt 45,” added Pabst Brewing Company chief marketing officer Dan McHugh. “He is the definition of class, style and charm. Everyone wants to drink a Colt 45 with Billy Dee.”
We’ve included the original spot below, per AdFreak.