“The Aztec calendar has his Cinco de Mayo party chiseled in.”
Break out the cerveza! What better way to celebrate Cinco de Mayo than with a good Mexican beer? That, and a good Mexican beer ad campaign.
Few advertising campaigns are universally loved. Because if there aren’t a few haters, it’s usually an indication your ads are not standing out enough. But I have yet to meet the person that doesn’t at least get a chuckle out of “The Most Interesting Man in the World” campaign for Dos Equis. Hard to believe it’s been running since 2006.
People hang on his every word, even the prepositions.
The Interesting pitchman’s signature tag line, “stay thirsty, my friends,” has its own hashtag on Twitter. #STMF
The Dos Equis Facebook page now has over 415,000 “fans” (or is it friends?). Yesterday’s status update: “In any remote village in the Yucatan, there is a 70% chance of finding a shrine dedicated to him.”
Interestingly, we never actually hear who The Man in the spots is, which adds to the mystique. A commenter at Brent Terrazas’advertising blog speculates that The Man seems to be a cross between Hemingway and Castro. My hunch is that the creative team was inspired by Chuck Norris jokes. The Dos Equis Facebook page is filled with recycled one-liners from Chuck Norris “fact” books.
After completing a search for an assistant to the Most Interesting Man, the brand has recently taken the campaign on the road with The Most Interesting Show In The World, hosted by Angelo Moore of the band Fishbone.
Here are a few more pearls from the campaign.
On pick-up lines:
The campaign has also spawned its share of spoofs. Here’s one of the more, shall we say, interesting ones:
Let’s not forget to acknowledge the folks behind The Man. Agency: Euro RSCG Worldwide. Creative Team: Simon Nickson and Laura Fegley (Art Director/Copywriter). Production Company: @Radical.media. Director: Steve Miller. Editing/Stock Footage: Outside Editorial. Post Production: Company 3. Audio: Berwyn Audio. Audio Engineer: Eric Thompson. Original Music: Brett Fuchs. Hat tip to Brettner for digging up the campaign credits.
And our star? Longtime character actor Jonathan Goldsmith is the voice and face of the campaign. Here’s an interview with the man who plays The Most Interesting Man In The World:
Now go pour yourself a cold one, my friends. Even if you don’t always drink beer. ¡Salud!