Tuesday, June 29, 2010

Dos Equis Most Interesting Man in the World

The brilliant ad campaign for Dos Equis rolls on with more commercials featuring the most interesting man in the world (MIMITW). I enjoy these ads as well as the Old Spice ads of the last few NFL seasons as they portray guys beign guys and not in the immature modern guy way. There is also the element of ridiculous statements. The statements about the most interesting man in the world are strange claims that combine awesome with insane. The ads show him finding treasure in the ocean, playing jai alai, saving bears, deep sea fishing, and being the classy, charming life of the party.

Dos Equis is moving from a beer that you only saw at Mexican restaurants to a beer with great ads. The ads can pay back their value by people hearing Dos Equis is available and then just getting one to then make up "most interesting man" ideas. It is so 'it' as a beer ad that Heineken Light, a terrible terrible beer, is playing on this cool older man thing by using a character "Maurice" who lives in a retirement community but dated two Pointer sisters. No this does not work. You can't rip off the MIMITW idea and apply it to a retirement community old smooth guy. The MIMITW does not live in an old folks' home. He sleeps in a different bed every night with two beautiful women. This is fake me too advertising like Christina Aguilera's awful Gaga inspired video for "Not Myself Tonight". Dos Equis, I salute you. To the MIMITW, thank you for beign an inspirational fictional character.

"He can speak French in Russian", "his beard alone has experienced more than a lesser man's entire body", "his blood smells of cologne", "he lives vicariously through himself", and my favorite "He once had an awkward moment just to know what it feels like".

Stay thirsty my friends.

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