The Most Interesting Man in the World has rediscovered his most interesting self–and as a result, the beloved Dos Equis spokesman and his tongue-in-cheek sense of humor have returned as LePub NY rolls out a campaign which includes this hero spot set to debut on the College Football Championship Game on Monday, January 19.
Actually the Most Interesting Man is back due to popular demand. The star of the “Stay Thirsty” campaign which became a cultural phenomenon rode off into the sunset in 2016. Now, 10 years later he’s back–as explained by Alison Payne, chief marketing officer, Heineken USA. “We knew the public thirst was massive: Our research found that 83% of people exposed to the original campaign wanted to see it return, and the old ads drove an incredible 97th percentile brand recall in recent testing,” said Payne. “While this campaign has been off the air for nearly a decade, the love for The Most Interesting Man in the World never faded. That’s why we’re relaunching the ‘Stay Thirsty’ campaign to drive excitement among fans and inspire a new generation to be bold, be curious, and stay thirsty for new adventures because an interesting life is full of stories, ones that you will want to tell your friends about over a beer–preferably Dos Equis of course.”
Ivan Zacharias of production house SMUGGLER directed the spot, which opens up opportunities across varied marketing fronts, some of which were explored in a teaser campaign in which our protagonist is the Least Most Interesting Man before his memory is jogged–by a bottle of Dos Equis– as to who he really is. Among the teaser premises is one in which our hero is mired in the mundane, picking plain yogurt as his favorite. Jim Curtis, chief creative officer at LePub New York, said, “Hulk Hogan, John Cena, Anakin Skywalker–when heroes turn to the dark side (or in this case–the mundane side), it’s almost impossible to look away. Which is why when we first wrote the words ‘stay yogurty, my friends,’ we knew we were onto something. With Dos Equis’ powerful arsenal of iconic brand assets, the challenge was remixing and modernizing these assets in a way which enabled the brand to be as iconic on social as it has been everywhere else.”
The legendary Most Interesting Man has indeed returned.
