This year, Cinco de Mayo falls on a Tuesday, which is not optimal for partying, to say nothing of the time and effort necessary for a proper mole sauce. So, like last year (when the holiday fell on a Monday) Havas and The Most Interesting Man in the World propose celebrating Dos de Mayo instead. The date may not coincide with the Battle of Puebla, but it does fall on a Saturday, “a reason to celebrate in itself,” according to The Most Interesting Man in the World.
In the spot, the character makes his proposal, pointing out that the day is ripe for an epic celebration since the Kentucky Derby and a big Vegas fight are already taking place. “So consider this your formal invitation to partake in the biggest Dos de Mayo yet,” he says at the conclusion of the spot, before sneaking in the campaign’s signature brand of casual, gratuitous lechery. In addition to the ad, the brand is hosting a contest on Twitter for of-age fans, running until May 5th, inviting them to share their extraordinary #DosDeMayo plans for a chance to win an all-expense paid trip for two to an official Dos Equis party in Los Angeles on August 29th. There’s also a contest on Facebook, running April 23-24, where fans submit their own “I don’t always…” or “legend lines” for a chance to party with The Most Interesting Man himself.