The latest ad campaign for Dos Equis features a fictional celebrity who holds the title, The Most Interesting Man in the World. The grizzled man (who is actually 80s TV actor, Jonathan Goldsmith) imparts his knowledge on the viewer in short bursts and the narrator often lists accomplishments reminiscent of fake Chuck Norris facts, but this campaign is most notable for the technique used in pursuing their demographic.
Beer advertisements targeting young male beer drinkers are usually infused with partying, flashy graphics and, of course, sex (much like the events accompanying the campaign). Dos Equis created an older gentleman as the spokesman and plays a light guitar over each seemingly sophisticated dose of endorsement. Slate Magazine analyzes the unique ending to each spot,
Perhaps the most interesting thing about the most interesting man, in marketing terms, is his ambivalence toward the advertised product. “I don’t always drink beer,” he says. Whaa? “But when I do,” he adds, almost offhandedly, “I prefer Dos Equis.” Double whaa? Generally, a brand icon will be an all-out cheerleader. Imagine Tony the Tiger admitting that he doesn’t always eat cereal for breakfast, but that when he does, he tends to eat Frosted Flakes, like, most of the time. Doesn’t have quite the same impact as “They’re Grrrrrrreat!”
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May 26th, 2009 at 1:28 pm
I’m seeing a lot of beer ads go this direction. The Heineken spots with John Tuturro are a bit like this as well. A move away from the jiggly babes and funny animals. Beyond the concept, the execution of the Dos Equis ads is exceptional.
May 26th, 2009 at 2:45 pm
I’ve been fascinated by this ad for some time now, thanks for pointing me to the Slate article. Good stuff.
May 27th, 2009 at 9:22 am
I love this commercial!
Seriously this is one of the best commercials ive ever seen!
May 27th, 2009 at 5:21 pm
I quit school because of recess, and I don’t always drink beer. But when I do, I prefer Tecate. with a lime porfavor.
June 7th, 2009 at 4:32 pm
You’d think the days of classy advertising are long gone. Then comes Dos Equis. I’ve been showing these commercials to all my favorite people.
June 15th, 2009 at 3:32 am