Back in the day, Schlitz was a major name in the beer industry. In the mid-70's, the company branched out, and introduced Schlitz Malt Liquor, famous for using a bull as its mascot.
The ad campaign featured a diverse group of celebrities, including Richard Roundtree ("Shaft"), Robert Rdigely (ex-The Gallant Men), Don Adams (ex-Get Smart), The SOS Band, Kool & The Gang, and, in this spot, the dance troupe, the Lockers, featuring Toni Basil, Adolph "Shabba-Doo" Quinones, and Fred Berry, who'd land a gig as Rerun on What's Happening!!! six months after this ad first aired.
In case you didn't know, Schlitz was being parodied (as Schotz) on Laverne & Shirley, which debuted two months before this commercial premiered.
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