Dos Equis Turned ‘Total Eclipse of the Heart’ Into a Stirring Ballad About Bar Food

Droga5 aims to 'Keep Summer Interesante'

Once upon a time there was light in your life. But now there's only a line at the bar. Dos Equis
Headshot of David Griner

If it’s been a minute since you’ve thought about the greatest song ever written, 1983’s “Total Eclipse of the Heart,” then turn around, bright eyes, because Dos Equis is bringing it back.

In one of the brewer’s newest ads from agency Droga5, which last year pivoted the brand away from its longtime “Most Interesting Man in the World” campaign toward a new “Keep It Interesante” positioning, we’re introduced to an ultra-’80s redux of Bonnie Tyler’s classic song—now with a munchies-fueled twist.

The spot, along with the less retro new ad below about a wedding toast, was directed by Wayne McClammy, perhaps best known in recent years for his work on Geico spots and Amazon’s two Super Bowl ads, “Alexa Loses Her Voice” and “Not Everything Makes the Cut.”

What ties these two spots together? They’re both representative of “summer moments”—hit summer singles and summer weddings, respectively—that Dos Equis wants to be affiliated with through this “Keep Summer Interesante” iteration of the new branding. The brand and agency have more extensions lined up for the months to come.

“We want to show how Dos Equis makes every summer moment interesante,” says Ryan Raab, creative director at Droga5. “Whether you’re tearfully reading the origin story printed on the back of every bottle at your daughter’s wedding or rewriting 1983’s song of the summer so it’s a tender ballad that’s mostly about nachos.”

While we’re on the topic of “Total Eclipse” parodies, let’s take a moment to appreciate the 2009 “literal version” by commercial producer David A. Scott, whose massively viral clip was eventually blocked by Sony after 11 million views. It lives on as one of those rare moments of parody that’s possibly as good as the song it was sending up:

Below are the credits for the new Dos Equis spots.

Client: Dos Equis
Campaign: Keep Summer Interesante
Agency: Droga5 NY
Creative Chairman & Founder: David Droga
Chief Creative Officer: Neil Heymann
Executive Creative Director: Scott Bell
Creative Director: Ryan Raab
Senior Copywriter: Matt Vitou
Senior Art Director: Rob McQueen
Junior Copywriter: James Gross
Junior Art Director: Gianna D’Amico
Group Design Director: Devin Croda
Designer Erin Wilson
Executive Producer, Film: Dave Stephenson
Producer, Film: Gulshan Jaffery
Producer, Film: Stephanie Hill
Global Chief Strategy Officer: Jonny Bauer
Head of Strategy: Harry Roman
Group Strategy Director: Marina Pen
Group Strategy Director: Will Davie
Strategy Director: Nick Maschmeyer
Group Communications Strategy Director: Yan Wang
Senior Communications Strategist: Kevin Wilkerson
Communications Strategist: Clark Cofer
Head of Account Management: Dan Gonda
Group Account Director: Alex Woods
Account Director: Celeste Pulman
Account Supervisor: Taylor Berry
Account Supervisor: Anthony Gavranic
Account Manager: Kenzie Grubbs
Sr. Project Manager: Joe Watana
Sr. Business Affairs Manager: Whitney Vose
Business Talent Manager: Dino Spanakis

Heineken USA CMO: Jonnie Cahill
Dos Equis Vice President, Marketing: Alison Payne
Mexican Beer Portfolio
Dos Equis Sr. Brand Director: Ligia Patrocinio
Dos Equis Brand Director: Hannah Dray
Dos Equis Brand Director: Karla Flores
Dos Equis Brand Manager: Lindsay Certillman

Production Company: Hungry Man
Director: Wayne McClammy
Photographer / DOP: Dion Beebe
Producer: Rick Jarjoura
Executive Producer: Mino Jarjoura

Editorial: Mackcut
Editor: Ryan Steele
Assistant Editor: Devon Flint
Executive Producer: Gina Pagano
Producer: Margarita Mutuc
Audio Engineer: Sam Shaffer
Music: Beacon Street Studios
Composers: Beacon Street Studios, Andrew Feltenstein and John Nau
Executive Producer: Adrea Lavezzoli
Producer: Lindsey Lerman

Sound: Heard City
Mixers: Phillip Loeb and Elizabeth McClanahan
Producer: Andi Lewis
Executive Producer: Sasha Awn

Postproduction: Taylor James
Executive Producer: Steve Intrabartola
Producer: Casey Sincic
Lead Flame Artist: Jason Ortenberg
Flame: Matt Stroub
Color: Company 3
Colorists: Tom Poole and Sofie Borup
Color Assist: Jenny Montgomery
Producer: Alexandra Lubrano

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@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."