Live, from 1973, it's composer/arranger Edd Kalehoff hawking Schaefer beer with the unstoppable power of the Moog Modular. (Via.)
Kalehoff—still going strong in his sixties—crafted a ton of game-show music for Mark Goodson and Bill Todman; he's best known for his work on The Price is Right. He's also done plenty of backgrounds for news and sports programming, particularly for ABC. Click on the "Edd's Classics Medley" on Kalehoff Productions' website for an idea of how deeply his composing and orchestration work has imprinted itself onto your subconscious.