Bruce Willis, circa 1987, from the TV show Moonlighting. // Bruce Willis, Seagram’s Golden Wine Coolers (Picturemaker Productions/courtesy Everett Collection)

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Bruce Willis, circa 1987, from the TV show Moonlighting.

Action star Bruce Willis appeared in a string of bizarre, pre-Die Hard ads in 1987 that seemed more like Saturday Night Live skits than legitimate commercials. Weird or not, Seagram's was likely very please with their spokesman: According to The New York Times, the Golden Wine Coolers ad — capitalizing on Willis' popularity with women — bumped its market share from 11 per cent to 25 per cent in one year with Bruce on board.

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