Dos Equis 'Most Interesting Man in the World' Returns

"In a past life, he was himself" among new ad lines

WHITE PLAINS, N.Y. -- The beard and smoking jacket are back, as Dos Equis has announced the launch of its 2013 creative advertising campaign featuring the "Most Interesting Man in the World." The advertising icon will be featured in new spots set to run nationally via TV and online, all of which ending with the familiar "stay thirsty my friends."

This year's spots will take viewers through the irreverent interactions and adventures of the Most Interesting Man:

Handball. The latest 30-second spot showcases the "Most Interesting Man in the World" dominating in an impromptu handball match and deciphering a few lines of ancient hieroglyphics to his tour guide. The legendary lines include "In a past life, he was himself," "if opportunity knocks and he's not home, opportunity waits" and "he gave his father 'the talk'."

Telecom. This 15-second ad features a flashback to the "Most Interesting Man in the World" demonstrating his breakthrough "mobile telecommunication" technology for the first time. The legendary line notes "his morning breath has notes of saffron and a hint of lilac."

The Dos Equis "Most Interesting Man in the World" campaign kicked off in 2007. With a larger-than-life persona and broad appeal, the campaign continues to set its self apart from competitors and has anchored its place in pop culture.

"The 'Most Interesting Man in the World' is back, and we're really excited about this year's creative," said Gwen Boyce, brand director for Dos Equis. "As one of the fastest-growing beer brands in America, Dos Equis continues to use advertising to broaden its core base and drive awareness for beer drinkers nationwide."

In addition to the traditional TV and online commercials, the campaign will also feature print and out-of-home components that highlight Dos Equis as the premium beer of choice for people who want to live more interesting lives.     

"This year, we really wanted to raise the bar and add to the legend of the 'Most Interesting Man in the World' by showcasing how he's leaves his mark wherever he goes," said Lee Garfinkel, co-chairman Havas Worldwide New York and chief creative officer for global brands. "Our goal for the campaign is that through his adventures, we can inspire fans to actively build their own legend and live a more interesting life."

White Plains, N.Y.-based Heineken USA is a subsidiary of Heineken International BV, which is the world's most international brewer. European brands imported into the United States include Heineken Lager, Heineken Light, Amstel Light, Newcastle Brown Ale, Strongbow cider and Buckler nonalcoholic brew. Heineken USA is also the exclusive U.S. importer for the Tecate, Tecate Light, Dos Equis, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.