The Most Interesting Man ‘Spices Things Up’ in Havas’ Cinco de Mayo Effort for Dos Equis

By Erik Oster 

Last October, Havas New York gave its new “Most Interesting Man” character for Dos Equis a full introduction, following a teaser the month prior in which Jonathan Goldsmith‘s successor, Augustin Legrand made his debut.

With Cinco de Mayo less than three weeks away, Havas launched a spot in which Legrand’s character “Spices Things Up” — and meets his match in the process. The spot opens on Legrand’s character’s Cinco de Mayo party, and, more specifically, the character making short work of the competition in a pepper-eating contest. Then an unexpected, Scoville-adept challenger emerges to give “The Most Interesting Man” a run for his money.

As with past years, Havas keeps things relatively simple for the Cinco de Mayo effort. Something about the pacing feels a bit off, with too much time spent on the opening and the cut from the new challenger to the end of the ad coming abruptly, robbing The Most Interesting Man’s female foil of a chance to actually share the spotlight.

Still, we’ll take just about anything over a lecherous Goldsmith creeping on two women and telling us to “start with dos.”


Advertising Agency: Havas New York
Chief Creative Officer, Americas: Toygar Bazarkaya
Executive Creative Director: Keith Scott
Executive Creative Director: Paul Johnson
Creative Director: Jonas Wittenmark,Tobias Carlson
President, Havas New York: Laura Maness
Managing Director, Chief Performance Marketing Officer: Jon Dupuis
Group Account Director: Chris Budden
Account Director: Michelle Garrard
Account Supervisor: Wendy Hu
Account Supervisor: Jenny Maughan, Elaine Purcell
Senior Social Strategist: Rachel Korenstein
Global Chief Content Officer: Vin Farrell
Head of Content, North America: Dave Evans, Sylvain Tron
Executive Producer: Jill Meschino
Junior Producer: Alex Zubak
Director of Broadcast Business Affairs: Cathy Pitegoff
Senior Broadcast Business Manager: Deborah Steeg
Senior Talent Specialist: Yvette Aponte

Production Company: Rattling Stick
Directors: Traktor
Executive Producer/Partner: Joe Biggins
Executive Producer: Jeff Shupe
Head of Production: Richard McIntosh
Producer: Paul Ure
Director of Photography: Tim Maurice Jones
Production Designer: Tim Moen
Stylist: Liz Botes

South Africa Production Company: AFS Productions
Executive Producer: Dale Kushner, Brin Kushner
Head of Production: Jayne Rodgerson
Line Producer: Gail Warner

Editorial Company: Work
Editorial Editor: Rich Orrick
Executive Producer: Jane Dilworth, Erica Thompson
Producer: Jamie Perritt

VFX: The Mill
Chief Creative Officer NY/Shoot Supervisor: Angus Kneale
VFX Producer: Clairellen Wallin
2D Lead: Mikey Smith
2D Assists: Blake Druery, Yoon Kim, Heather Kennedy

Telecine: Company 3
Colorist: Tom Poole, Stefan Sonnenfeld
Producer: Clare Movshon

Audio: Sound Lounge
Sound Engineer: Tom Jucarone

Music: Beacon Street
Music Composers: Beacon Street Studios
Principal: Andrew Feltenstein, John Nau
Executive Producer: Adrea Lavezzoli

Sound Design: Yessian
Sound Designer: Weston Fonger
Executive Producer: Marlene Bartos
Senior Producer: Emily Smith

Production Consultant: APR
Senior Broadcast SME: David Quartararo