In the summer of 1980, Don Adams reprised his iconic role as secret agent 86, Maxwell Smart, in the feature film, "The Return of Maxwell Smart", or, as it was known in theatres, "The Nude Bomb". They changed the title when the movie premiered on NBC, as I recall.
Anyway, around the same time, Adams appears to have dusted off his trenchcoat for this spot for Schlitz Malt Liquor. Seems he's been captured by an enemy agent (Leon Askin, ex-Hogan's Heroes).......
Schlitz used a number of celebrities to shill their Malt Liquor, famous for its bull insignia. Film star James Coburn, meanwhile, shilled for Schlitz Light. Big difference.
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