In 1957 Michael Landon starred in the surprisingly effective monster film,
"I Was A Teenage Werewolf. " Landon would later drive a 1988 Avanti. He was better known as Joseph "Little Joe" Cartwright in Bonanza, a TV western that takes place in 1860s Nevada territory. From 1964 to 1967, Bonanza was the single most watched television program in America. Bonanza's first season was sponsored by Studebaker
. The series struggled in the ratings during its first 2 seasons, and was kept on the air mainly because it was filmed in color. Color TV was new at that time, and NBC wanted a show that would encourage viewers to purchase the new television sets of its parent company, RCA.