The Star Wars hero served as the company’s brand ambassador for five years in the 1980s, starring in a series of popular commercials with the tagline, “Works every time.”
And now, 30 years after making his debut in the ads, the 78 year old will front the new campaign for Colt 45 in a number of television, print and online marketing spots.
“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.”
In a video teaser for the new commercials, he references his previous stint as the spokesman, saying, “Change isn’t always a good thing, when you got it right the first time around. Sometimes a true original doesn’t need to change a thing.”
In addition to his Colt 45 deal, Williams is gearing to play the charismatic camp bandleader Tito Suarez in the upcoming Dirty Dancing TV revamp.
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