Dos Equis’ Interesting Ad Campaign is Making us All Thirsty, My Friends

Dos Equis’ Interesting Ad Campaign is Making us All Thirsty, My Friends

“Stay Thirsty, My Friends”

If these four words are familiar to you, then most likely you’re cued into one of the best advertising campaigns to come along in some time. This is the slogan, spoken by the beer’s unique spokesperson, that accompanies the new Dos Equis beer commercials. The ads’ voiceover designates him as “The Most Interesting Man in the World.” Quite a boast, if you ask me. Does he deserve the title? Well, here are a few of reasons given in the TV and radio spots as to why he has earned it.

“His reputation is expanding faster than the Universe.”

“He once had an awkward moment just to see how it feels.”

“People hang on his every word... even the prepositions.”

"The police often question him just because they find him interesting."

“He has been honored with a lifetime achievement award... twice.”

“He lives vicariously through himself.”

How’s that for interesting? He also appears to be great for beer sales. The campaign, launched in 2007 by Euro RSCG/New York with Jeff Kling as Creative Director, is credited with helping to increase sales of the Heineken-owned brand by more than 17% in the first half of this year. Even more impressive when you learn that imported beers sales dropped 11% during the same period.

Adding to the mystique is “The Man” himself. A grey-haired, bearded continental with just a touch of a Latin accent, he oozes confidence and sophistication. Throughout the TV spots, he’s engaging in such activities as splashing down in a space capsule, bench-pressing two Asian women, and rescuing a fox from a fox hunt. He is usually surrounded by beautiful women, especially when he is enjoying his Dos Equis. At first, the name of the actor was kept secret. Of course, this only upped the intrigue. But as the popularity of the campaign grew, it was finally revealed that veteran TV actor Jonathan Goldsmith is the man behind “The Man.”

When I first saw the campaign about six months ago, I was immediately hooked. It’s a clever idea, humorously executed, accentuated by the great catch phrase “Stay Thirsty, My Friends.” It’s easy to remember and tempting to repeat. And in these DVR days of fast forwarding through television ads, I always stop to check out “The Man’s” latest exploits.” When’s the last time you actually paid attention to a commercial?

It appears I’m not the only one caught up in the popularity. The campaign was honored with the Titanium Lion at Cannes. There’s also a Facebook page where you can become a fan of the character: http://www.facebook.com/pages/The-Most-Interesting-Man-In-The-World/32147479034 and learn more about his legend.

I also have a confession to make. I aspire to be “The Most Interesting Man in The World.” I’d like to think I’m not the only one. I’m afraid the closest I come to a superlative these days is having “The Most Comfortable Golf Shoes in the World.” (They’re a pair of prototype Foot Joys I am testing through a special program. And from the moment I slipped them on, they easily earned the title. But I digress.) I do believe that Heineken is hoping that beer drinkers will be inspired to down a few Dos Equis in the quest to become more interesting.

But it’s going to take more than a few beers to claim this title. So I got to thinking, maybe there are some other superlatives worthy of mention. And what kind of shout out would it be to “The Most Interesting Man in the World” if I didn’t at least attempt to name a few. The following are my suggestions for colleagues of “The Most Interesting Man in the World.”

Tuesday, August 4, 2009

The Most Interesting Man In the World Dos Equis beer commericals

- The Most Put Upon Man in the World - The President of The United States

(No matter who’s in the office, anything he does is going to be criticized by a good percentage of the country. If you want a friend in Washington - get a dog.)

- The Most Ubiquitous Man in the World - Regis Philbin

(He’s out of control!)

- The Most Exhausting Man in the World - Keith Olbermann

(How is he able to talk that fast?)

- The Most Obnoxious Man in the World - Donald Trump

(The hair gives him the edge!)

- The Most Delusional Man in the World - O. J. Simpson

(He has turned denial into an art form.)

- The Most Unobtrusive Man in the World - Todd Palin

(What exactly does he do with his day?)

- The Most Valueless “Family Values” Man in the World - South Carolina Governor Mark Sanford

(Don’t cry for me Argentina.)