The episode: “Untamed Youth,” ep. 112
The riff: Said in a deep, sly voice by Joel as a head honcho sees through a lackey’s deception and points out the lipstick that is on him.
The explanation: “Works every time” is a slogan long associated with Colt 45 malt liquor ever since the 1980s, and especially with their pitchman, Billy Dee Williams. In perhaps his most famous role not named “Lando Calrissian,” Williams was the smooth-talking pitchman for this high-alcohol booze sold in 40-oz containers, somehow managing to bring a touch of class to the proceedings in commercials that ranged from simple to pretty bizarre. Never had a 40 of malt liquor seemed like such a hip thing to drink as when Williams proclaimed it to be the wave of the future.
Novelty factor: I’ve heard this slogan for years, even though Williams is no longer the pitchman and I’ve never had any Colt 45. I believe that speaks to its enduring popularity.