Dos Equis’ Most Interesting Man became a worldwide hit in the mid-2000s, invented by Dos Equis and agency, Euro RSCG Worldwide (now Havas). He was a sophisticated, aspirational gentleman with the most outlandish stories to tell and a line that bonded his fame, “I don’t always drink beer, but when I do, I prefer Dos Equis”. The campaign ran for 10 years until 2016 and helped to more than triple the US sales volume of the Heineken brand. Only The Most Interesting Man’s Stay Thirsty motto survived until now.
Now the Most Interesting Man has returned. But in the intervening years, he has undergone a lot of changes. He irons. He wears beige. He’s the Least Most Interesting Man. The new campaign highlights just how mundane the world has become without the Most Inspiring Man to inspire them.
The campaign began with a teaser on January 8, across TV and socials…
…But on January 19, during the College Football Championship game, Dos Equis will unveil the 60-second spot, At Long Last, He’s Back, in which the Most Interesting Man will regain his memory and return to his former glory with one sip of Dos Equis.
The hero commercial, directed by Smuggler director, Ivan Zachariáš, is the character’s first-ever narrative spot and bridges the gap since audiences last saw the MIM, showing how he went from Most Interesting to Least Interesting… and back again.
To celebrate his return, the Most Interesting Man will host an epic sailgate in-person event before the Championship game with guests from all walks of life.
The original campaign lived on TV. The relaunch will be social-first, inspired by a Dos Equis survey that found 84% of consumers exposed to the original campaign wanted to see a return.
“Everything aligned. People are craving connection and novelty after years of feeling stuck in routines,” stated Matt Saltzstein, VP of brand marketing at Dos Equis. “Beer consumption is more intentional now – people are moderating more, so brands have to earn the moment. And honestly, the character never left culture. You still see the memes, the references. 97th percentile recall a decade later? That’s rare. When consumer demand is that strong and the cultural moment calls for it, you don’t overthink it.”
The next episode will launch during the NFC Championship Game broadcast on January 25, where fans will see the Most Interesting Man back in his element, chasing tornadoes and stumping magicians.
Credits:
Client: Heineken USA [Dos Equis]
Creative Agency: LePub New York
President: Lea Mastroberti
Chief Creative Officer: Jim Curtis
Executive Creative Director: Jexy Holman
Creative Director: Sean Buckhorn
Art Director: Gonzalo Navarro
Data Manager: Lorna Ruane
Strategy Directors: Cordelia Diamond & Caroline May
Account Directors: Tori Pierce & Alexandra Klein
Account Executive: Emely Escobar
Executive Producer; Courtney Trent
Producer: Kendra Crone
Business Affairs Director: Robin Oksenhendler
Managing Director: Tasha Royzina
Business Affairs Manager: Natalie Roback
Partners Agencies: Tag (Americas), Amplified, Influential
Creative Agency: Le Truc
Creative Directors: Juan Aguilar & Maddy Baldwin
Chief Strategy Officer: Katy Alonzo
Media: Dentsu North America
Production Company: Smuggler
Director: Ivan Zachariáš
Director of Photography: Jan Velicky
Executive Producers: Patrick Milling-Smith, Brian Carmody & Allison Kunzman
Managing Director: Sue Yeon Ahn
Producer: Nick Landon
Production Manager: Alice Hopgood
Production Designer: Robin Brown
Grade: PFX
Post Production & VFX: Parliament
Editing: Publicis Production & Robota
Music & Sound: Human
PR: Mbooth
