With Jonathan Goldsmith’s “The Most Interesting Man in the World” character finally gone, following Havas New York sending him on a “Mission to Mars” and giving away his stuff, the search is on for a replacement to hold the “Most Interesting Man” title. In the interim, Havas and Dos Equis have teamed up with ESPN reporter Erin Andrews and actor Luis Guzmán to promote the swill beer while showcasing where they fall on the “Most Interesting Index.”
“How Interesting is Erin Andrews?” opens with the familiar “Most Interesting Man” music, followed by the familiar over-the-top claim formula, delivered with the line, “Her personality is so infectious she’s unable to enter hospitals.
The spot ends with Andrews claiming she can “drink beer with the best of them” and that she chooses Dos Equis when she does, after the voiceover designates her the “5,008th most interesting person in the world.”
Actor Luis Guzmán gets the spotlight in another 15-second spot. Apparently his “blood is so Latin, vampires find him too spicy,” the spot claims Guzmán is the 8,507th most interesting person in the world.
The approach is a clever placeholder while the brand seeks a replacement for Goldsmith’s character, and the fact that it includes Andrews and designates rank by “The most interesting person” lends itself to an intriguing question: What if “The Most Interesting Man in the World” is replaced by “The Most Interesting Woman?” That would be a good way to wash away the bitter taste left by the self-parody that Goldsmith’s character became.
This effort is a step in that direction, borrowing some of the trappings of the old campaign (which fans might appreciate) while finding a more neutral tone. The campaign also includes the “Dos Equis Interesting Index,” a Facebook proprietary algorithm that lets fans discover where they rank. In anticipation of the brand’s 120th anniversary, it’s also rolling out a new logo and packaging.
“Dos Equis was born interesting in 1897 when it was first brewed by a German brewmaster in Mexico,” Dos Equis brand manager of marketing Andre Woldt. “With the conclusion of the first chapter of The Most Interesting Man in the World campaign, this is a most interesting time as we continue to evolve the brand. We’re working with Erin and Luis, who both live interesting lives, to inspire consumers to prove they’re interesting and see where they rank in the world amongst their friends.”
We will probably not use the Facebook algorithm because we already know how painfully boring we are IRL.