On July 17, 1986, American late-night host David Letterman interviewed Max on his show. This may have been the first time many in the general US audience saw Max as himself, since not everyone had cable, MTV (where the Paranoimia video was in regular rotation) or Cinemax. Most were probably familar with him through the Coke commercials that had begun earlier in the year, or general TV-culture influence, but many had never actually seen Max... be Max. (thetvdb.com)