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The Most Interesting Man in the World

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File:The most interesting man.jpg
Actor Jonathan Goldsmith plays the Most Interesting Man in the World

The Most Interesting Man in the World is an advertising campaign for the Dos Equis brand of beer, produced by the marketing firm Euro RSCG for Cuauhtémoc Moctezuma Brewery.[1] The ads feature Jonathan Goldsmith as "the world's most interesting man" and are narrated by Frontline's Will Lyman.[2] The advertisements first began appearing in the United States in 2006.[3]

Description

"The most interesting man in the world" is a distinguished older, bearded gentleman who is shown through film clips of deliberately varying quality to have led an extremely eventful and colorful life, packed with over-the-top heroism and adventure. There are generally two types of ads: one features the man in a bar environment giving advice or opinion about various subjects, and the other features a narrator describing the man's distinguishing, but frequently absurd, accomplishments. Some examples:

  • "He is the life of parties he has never attended."
  • "He once had an awkward moment, just to see how it feels."
  • "He's won trophies for his game face alone."
  • "His words carry weight that would break a less interesting man's jaw."
  • "If he were to punch you in the face, you would have to fight off the irresistible urge to thank him".
  • "His mother has a tattoo that reads 'son'".
  • "At museums he is allowed to touch the art."
  • "Sharks have a week dedicated to him."
  • "He can speak French, in Russian."
  • "He bowls overhand."
  • "He once punched a magician. That's right, you heard me."
  • "Both sides of his pillow are cool."
  • "If he were to pat you on the back, you would list it on your resume."
  • "When in Rome, they do as he does."

Some of the advertisements have featured the man making a short statement on a particular subject, such as:

  • On Life: "It's never too early to start beefing up your obituary."
  • On Self-Defense: "The right look should suffice." [Gives an intimidating stare]
  • On Manscaping: "I have no idea what this is."
  • On The Gym: "Running in place will never get you the same results as running from a lion."
  • On Speed Dating: "I assure you, most women would not consider speed a virtue."
  • On the Two-Party System: "The after-party is the one you want to attend."
  • On Rollerblading: "No."
  • On Packages: "Fellas, leave the tight pants to the ladies. If I can count the coins in your pocket, you better use 'em to call a tailor."
  • On Going Dutch: "When you pay for just yourself, you usually get what you pay for."
  • On Language: "Unless our whole conversation is to be in Spanish, don't lead off with 'hola'."
  • On Lady Luck: "Be wary of a woman who only shows up when you are winning."

Ending

These commercials typically end with the man saying either or both of the following:[2]

  • "I don't always drink beer, but when I do, I prefer Dos Equis."
  • "Stay thirsty, my friends."

Results

There is no independent or direct evidence on the effectiveness of the commercials. According to the company, U.S. sales increased each year between 2006-2010[4] and tripled in Canada in 2008[5], although exact figures were not provided. Sales of Dos Equis said to have increased by 22% at a time when sale of other imported beer fell 4% in the U.S.[6] The agency rationale for the brand strategy was defined thus; "He is a man rich in stories and experiences, much the way the audience hopes to be in the future. Rather than an embodiment of the brand, The Most Interesting Man is a voluntary brand spokesperson: he and Dos Equis share a point of view on life that it should be lived interestingly."[7]

Notes

  1. ^ Helliesen, Gunnar (04/7/2010). "The most interesting ad in the world". Seattle Post-Intelligencer.
  2. ^ a b Forbes, Paula (5/4/2009). "Every Video from Dos Equis' The Most Interesting Man In the World Ad Campaign".
  3. ^ Lunau, Kate (8/13/2009). "King of beer sales, amigo". Maclean's.
  4. ^ Austin Carr (2010-07-26). "Why The Most Interesting Man in the World Moves More Units Than Old Spice Guy". www.fastcompany.com. Retrieved 2010-08-03.
  5. ^ Kate Lunau (2009-08-13). "King of beer sales, amigo". Maclean's. Retrieved 2010-08-03.
  6. ^ Kate Lunau (2009-08-13). "King of beer sales, amigo". Maclean's. Retrieved 2010-08-03.
  7. ^ Francis Pruett. "The Most Interesting Beer Campaign in The World?". The Witty Barman Guide. Retrieved 2010-10-15.


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