This year, Super Bowl viewers will be party to a not-so-rare treat: Arnold Schwarzenegger selling something. This time it’s Bud Light, but as a thorough trawling of the Internet’s archive proves, Schwarzenegger has been shilling since the 70s.

Long before he was the Governator, or Ahhhnold, or even the goofy-accented guy in those movies with Danny DeVito, Schwarzenegger had been honing his innate talent for the sales pitches for decades. Arnold’s Faust moment could be what is seen here in a short clip from the 1977 documentary Pumping Iron in which the budding bodybuilder sells Jim Beam for nothing more than a cameraman’s amusement. Bud Light may have only been a glint in Schwarzenegger’s agent’s eye at this point, but the Austrian’s pure glee for the craft of selling crap is palpable.

Long before Budweiser ever came calling, Canadian bodybuilder Joe Weider saw the power of the spokesperson in young Arnold. With copy that reads like the outtakes from the Anchorman 2 script and products whose efficacy could be deemed questionable at best (the Fitness Jogger appears to be a square mat that you’re expected to jog in place on), Schwarzenegger made it clear from the start: no matter what your product, he would sell it. By the way, for our more grammatically minded readers, no, “muscularize” is not a word, and neither is “powerize.” But it’s exactly that attitude that is keeping you from becoming the “powerful, muscular virile man” that you could be!

Thirteen years later, in 1988, Schwarzenegger appears to have shed the shackles of Joe Weider serfdom. No longer just the man known as Hercules, selling useless crap like the Pocket Jiffy Gym and the Panther Suit, instead, Schwarzenegger grabbed the advertising world by the short ones and put out his own line of Souvenirs from the Greatest. And by “greatest” Schwarzenegger means himself, of course. And by “souvenir” Schwarzenegger means a choice of new shirts—one with sleeves, one without—but who are we kidding, who the hell needs sleeves with arms like those?