Here’s an amazing 70s TV commercial of Edd Kalehoff performing his rendition of the Schaefer Beer jingle on a Moog synthesizer. It doesn’t get more spectacular than this. Edd Kalehoff was also the man responsible for the catchy theme song and cues used on The Price is Right in the 70s. From Edd’s son, Max Kalehoff:

Put aside the fact that Edd’s ability to jam on the Moog was sought by many (including Quincy Jones for his theme from “The Anderson Tapes” ). And DO consider the 1973 Schaefer beer commercial featuring Edd playing the Moog, which follows in the clip I linked to above. He really jams out! I’m proud to say that’s my dad in the most obnoxious polyester shirt ever made; it’s better than the spandex bicycle shorts he fell in love with in the 1980s! If Schaefer had any sense, they’d put this commercial back on the air in its original form. It defines cool. It could help them become the number-one selling beer again.

So what’s happened to that old Moog synthesizer in the Schaefer beer commercial? My father’s 5,000 square-foot recording studio in Manhattan (where the Moog lived) closed last year, to be replaced by a home studio in my old childhood bedroom in New Rochelle, New York. (Jeff Jarvis really is on to something with his Small Is the New Big. But alongside the new miniature digital sound-mixing board and synthesizers lies that relic, the Moog, still in working condition. And the live musicians who travel out to Westchester County to play for Edd’s recording sessions are awed by it more than ever before.

Read more about Edd’s life on Max Kalehoff’s website: Edd Kalehoff Makes Love To The Moog Synthesizer.