Dos Equis is out with its first full commercial featuring its new Most Interesting Man in the World. And he looks, perhaps unsurprisingly, like a rugged twist on a dazzling young Heineken guy. The famous brand character, now played by French actor Augustin Legrand, is still an impossibly suave sportsman. But the silvered wisdom of his predecessor in the role, Jonathan Goldsmith, has given way to a thrill-hungry roguishness that unfolds on camera, as he races airboats, spars in samurai armor, and punts coconuts through goal posts formed by giraffes.
In a bit of Doctor Who-esque regeneration, Dos Equis on Wednesday introduced its new Most Interesting Man in the World—to replace Jonathan Goldsmith, who retired from the role earlier this year. And this MIM isn't just a new face. He heralds a new approach to the ads, in what the brewer calls a "contemporary twist to the legendary character." He's actor Augustin Legrand. And in the first hint that this isn't your worldly grandfather's Dos Equis campaign, Legrand is actually a French actor, and he delivers his first line as the MIM in Spanish.
Jonathan Goldsmith's Most Interesting Man in the World might have said adios (and flown off to Mars), but Dos Equis is hardly finished with its "Most Interesting" theme.
After an impressive and very interesting 10-year run, Jonathan Goldsmith is saying goodbye to his iconic Dos Equis ad character, the Most Interesting Man in the World—appearing in one final ad, which broke today, in which he makes a suitably grand exit.
Most marketers are thrilled when they get top recognition once at the Cannes Lions International Festival of Creativity, never mind taking the Marketer of the Year award home twice in the past decade, as Heineken has.
Would you strap on an Oculus Rift headset at your favorite bar? In the latest example of how marketers are embracing virtual reality, alcohol brands are taking branded entertainment to a new level with tech-aided events at local watering holes.
Lower Manhattan's Hudson Square area, once home to mostly industrial tenants and printers, is now home to some of the world's biggest advertising agencies.
What do you get when you bring together two of the world's most interesting men? A hotel ad, apparently. To promote the upcoming reveal of the first Virgin Hotel, located in Chicago, iconic billionaire Richard Branson has created an ad that also features actor Jonathan Goldsmith, best known as Dos Equis' Most Interesting Man in the World. Of course, Branson never refers to his co-star by his nom de meme, but the creative concept is not too far off from the usual Dos Equis fare. Branson pontificates on rumors about his long-awaited, frequently delayed hotel launch, with mythical tidbits like, "The beds are so springy, they had to lift the ceilings 16 inches." It's not the most cinematic or flawlessly performed ad. But for a one-city hotel promotion, it's a pretty clever combination of two epic marketing personalities. Starting Wednesday, the hotel will also be displaying similar "rumors" outside the building at 203 N. Wabash Ave. If you tweet a rumor of your own from the Virgin Hotels website, you could be entered to win a two-night stay at the hotel.
Miller High Life would like you to meet Rich, the least interesting man in the world. The champagne of beers, absent on national TV since 2012, is returning to the airwaves Monday with a new campaign from Leo Burnett, themed "I Am Rich." The concept, on its face, is that you don't need lots of money, or fancy drinks, to be happy.