By 1978, the "waiting man" commercials were replaced with more contemporary ads and the slogan "That Dynamite Taste"; one of those commercials briefly featured an unknown Ted Danson. Beginning in 1980, Colt 45 began a long association with actor Billy Dee Williams, who appeared in their print and billboard ads as well as on television.
By 1978, the advertising strategy for Colt 45 shifted from "waiting man" commercials to more contemporary ones, incorporating the slogan "That Dynamite Taste".  This coincided with a brief appearance of an unknown Ted Danson in one of these ads. From 1980 onwards, actor Billy Dee Williams became the face of Colt 45's advertising campaigns across various media.